Guinness has dropped a moving ad for its zero alcohol 0.0 sub-brand to tie-in with the start of the 2025-26 Premier League season.
This is the Diageo brand’s second season as a sponsor of the Premier League and this new ‘Lovely Day for a Guinness’ spot looks to harness the community aspects of the Premier League, rather than the fever-pitched sporting action and baffling arbitrary rule changes that have dominated the opening weekend.
The ad was created by AMV BBDO and launched during the opening fixture, Liverpool’s 4-2 victory over Bournemouth. The 90-second film showcases fans of all 20 Premier League clubs, though some get a longer showing than others. It’s set to “All My Friends” a track by Everton fan and electronic music producer, Barry Can’t Swim.
The new campaign will run across at least 215 live games on NBC in the U.S. and Sky Sports in the U.K. throughout this season.
Somnath Dasgupta, global marketing director, Guinness, commented: “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. 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 match day can be a lovely day.”
Will Brass, chief commercial officer, Premier League, commented: “Guinness made a fantastic impact in its first season as Official Beer of the Premier League, bringing fans together around the world to celebrate the game in meaningful and memorable ways. This new campaign builds brilliantly on that momentum — capturing the emotion, energy and community spirit that define the Premier League. We’re excited to see how Guinness continues to elevate the matchday experience for supporters everywhere”
Guinness in the USA has launched ‘Hope,’ a new social film narrated by former Manchester United full-back turned broadcaster Gary Neville, capturing the shared optimism and belief fans feel as the Premier League season kicks off.
This season, Guinness has increased its association in football by adding new club partnerships, including Arsenal, Aston Villa and Newcastle United.
