Guinness has announced its first-ever global partnership in football as the “Official Beer of the Premier League.”

The four-year agreement, commencing with the 2024/25 season, solidifies Guinness’ relationship with football as “the perfect match.”

As the “Official Responsible Drinking Partner” of the Premier League, Guinness will leverage its global rights to promote and encourage responsible drinking throughout the season.

Undoubtedly the most-watched football league on the planet, with games broadcast into 900 million homes in 189 countries, Guinness will unite the beautiful game and the beautiful pint through its activation of this partnership. This collaboration is set to bring even more excitement to the Ugandan football community.

Speaking about the partnership, Matilda Babuleka, the Marketing Manager Beer at Uganda Breweries Limited, emphasized its importance:

“This collaboration cements our position as the biggest supporter of football not only globally but also here in Uganda. It provides a massive opportunity to enhance our already beloved Guinness Matchday experiences and to craft moments of magic. We can’t wait for August,” she said.

Guinness is a trusted sponsor and participant in the ‘beautiful game’ across Africa, supporting the teams, games, referees, and fans that bring it to life.

 In Uganda, Guinness supports the Old Boys Leagues of several traditional schools, fostering camaraderie, networking, and community. The brand is also a champion of inclusivity, collaborating with the Federation of Uganda Football Associations (FUFA) to celebrate and highlight women who are bridging the gap in the male-dominated sport.

Will Brass, Chief Commercial Officer of the Premier League, said: “We are delighted to partner with Guinness, the world’s leading stout. The Guinness team has consistently demonstrated world-class creativity, innovation, and community storytelling through its marketing in sports. We look forward to sharing a long-term relationship that will enhance the Premier League football-viewing experience in pubs, bars, and homes around the world, and bring to life the magic for which the Premier League is famous.”