Launching in time for the 2024/25 Premier League, alcohol brand Guinness has a new campaign, ‘Lovely Game for a Guinness’. The move marks the brand’s debut as the official beer and non-alcoholic beer of the football game series. The campaign was put together with the help of AMV BBDO.

Following a year of growth for the company, the new campaign is the biggest global campaign to date. It features four films: Eriskay, Rooftop, Brothers, and Replay, which will be launching in Great Britain and across the globe, in Africa, and Asia, respectively.

Each film follows football enthusiasts and their enjoyment of the sport, be it partaking in it or watching games, with Guinness. The film, ‘Eriskay’ tells the story of a small island’s football team, which 10% of the population play for. Just as the sport brings residents together, so does Guinness, which is able to reach even the most remote communities.

Other iterations also feature Guinness beer and Guinness 0% beer at the heart of football love stories, demonstrating how intertwined the brand is with the sport and its fans. The campaign’s four new ads and global out-of-home are launching the brand’s partnership with the Premier League in over 70 countries.

Stephen O’Kelly, Global Brand Director, Guinness, spoke about the community that exists within football. He said, “The Premier League isn't just football, it's a global occasion. Millions of fans come together every week in stadiums, pubs and homes, united by their love of the game”.

He continued, “For Guinness, it's an amazing opportunity to continue the success of the Guinness brand globally and become part of new rituals and existing traditions worldwide, by creating imaginative stories and experiences that tap into the passions and connections between the beautiful game, and the beautiful beer.”

To kick off the games and campaign, a fleet of customised tankers took the beverages (alcoholic and non-) from Dublin to valrious pubs. The 20 tankers represented all of the Premier League clubs, and were unveiled by Premier League legend, ex-footballer Alan Shearer. The film Eriskay was seen on screens during the opening game of the competition.

The ‘Lovely Game for a Guinness’ campaign is also an opportunity for the brand to promote responsible drinking, with its 0.0% beer. By being inclusive of consumers who don’t drink alcohol, or wish to drink less, the brand opens up football culture to even more people. Altogether, the campaign paints Guinness as the drink of football, for all fans, all over the world.