Guinness has unveiled a new campaign to mark its second season as the official beer and non-alcoholic beer of the Premier League.
The new ‘Lovely Day for a Guinness’ campaign is spearheaded by a series of short films celebrating “the unrivalled emotional power of the Premier League”. The films feature fans of all 20 Premier League clubs.
It captured “the intimate, often quirky, and always passionate moments that elevate matchdays beyond 90 minutes and enrich the sense of belonging.. unique to Premier League fan communities”, said brand owner Diageo.
Each film is soundtracked by the song All My Friends by electronic music producer Barry Can’t Swim.
‘Lovely Day for a Guinness’ will debut in Great Britain & Ireland during Sky Sports’ live coverage of Liverpool FC vs AFC Bournemouth later today (15 August).
It will air weekly, with more than 200 commercials scheduled to run throughout the season across Sky Sports and NBC in the US.
“Our first season as official beer and non-alcoholic beer of the Premier League has been a galvanising platform for the brand around the world,” said Guinness global marketing director Somnath Dasgupta. “More than a game, the Premier League has enabled Guinness to become part of rituals, traditions and moments of belonging that enrich the football viewing occasion.
“This season, we’re taking that connection even further with our ‘Lovely Day for a Guinness’ campaign where we celebrate the fans who sing, cheer, stress and exhale through the emotional rollercoaster of every matchday, and the rituals that bind them together. Because win or lose, when you’re with your people and enjoying a pint of Guinness or Guinness 0.0, every matchday can be a lovely day.”
Alongside the new campaign, Guinness has also penned new partnerships with Arsenal, Aston Villa and Newcastle United. Guinness and Guinness 0.0 will be served on matchdays at Emirates Stadium, Villa Park and St James’ Park for the duration of the 2025/26 season.
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