Guinness is kicking off autumn with a new Premier League partnership. The four-year agreement will see it become the Official Beer of the Premier League, and Guinness 0.0 as the Official Non-Alcoholic Beer. The partnership comes with Guinness looking to tap into these culturally relevant occasions throughout the year and engage with a wider audience.
To kick off the Lovely Game for a Guinness campaign and celebrate the competition launch, five retailers around the country have been chosen to host football takeovers within their stores. Each store will have football themed giveaways, branded merchandise, free street-food and football themed games. And to recognise the vital role stores play within communities, Guinness is giving one lucky retailer the chance to win £5,000 to donate to a local football initiative. From investing in training, to upgrading sports equipment or purchasing new football kit, the £5,000 prize will help to improve access and enjoyment of the game locally.
David Mills, commercial sales manager at Diageo, said: “Whether you’re a spectator or a player, football has the power to bring people together. Our new partnership with the Premier League represents a huge opportunity for Guinness to engage at not only a global level but also more locally too. The £5,000 grant will be awarded to one retailer and their chosen football initiative to make a positive difference.”
To enter the competition, existing Diageo One retailers simply have to visit the Diageo One site and complete a short form. All other retailers can enter by clicking here. Entries must be made between 23 October and 20 November.
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