There's a moment every soccer fan knows. The whistle blows, the crowd erupts, and someone – somewhere – raises a pint. It doesn't matter if you're in a packed stadium, a packed pub, or packed onto the sofa with three friends and a four-pack. That moment, that pint, that feeling – it's universal.
And for as long as the global game has been bringing people together, Guinness has been there for the celebration.
A Match Made in History
Guinness and soccer share more than a fan base. They share a culture – one built on community, passion, and the kind of loyalty that doesn't waver when the score isn't going your way.
The connection between the world's most iconic stout and the world's most popular sport runs deep. From grassroots pitches in Ireland to the biggest stadiums on the planet, Guinness has been the drink of choice for fans who take their soccer seriously – and their pints even more so.
When the world's greatest clubs come together for the Premier League season, pubs fill up, jerseys come out, and Guinness taps run overtime. It's not just a drink. It's part of the ritual.
The Beautiful Beer Meets the Beautiful Game
In 2024, Guinness made history – announcing its first-ever global football partnership as the Official Beer and Official Non-Alcoholic Beer of the Premier League. A four-year deal running through 2026, it brings together two truly global icons: a league broadcast in 189 countries to over 900 million homes, and a stout enjoyed in more than 150. Two brands. One shared passion.
The partnership goes well beyond a logo on a shirt. Under the "Lovely Day for a Guinness" theme, Guinness has activated across global campaigns, pub and stadium branding worldwide, and sponsors the Premier League's Goal of the Month award – because if any moment deserves a pint, it's that one.
For the 2025/26 season, the campaign featured real fans from all 20 Premier League clubs – the apartment DJs overlooking stadiums, the pre-match meals passed down through generations, the beloved first pint before kick-off. Every ritual that makes matchday, matchday. As Global Marketing Director Somnath Dasgupta put it: "More than a game, the Premier League has enabled Guinness to become part of rituals, traditions and moments of belonging."
In its debut season, Guinness became the number one beer in football occasions in Great Britain, activating in over 80 countries and deepening connections with fans through new club partnerships including Arsenal, Aston Villa and Newcastle United.
From the Shirt to the Stands
Long before the Premier League partnership, the Guinness name was already on soccer jerseys – and the story starts closer to home than you might think.
Queens Park Rangers, 1983–1986. Guinness were still brewing the black stuff at their nearby Park Royal brewery when they became QPR's first ever shirt sponsor for the 1983-84 season. The partnership delivered what many consider a holy trinity of soccer shirt perfection – the iconic blue and white hoops, Adidas, and Guinness – marking the club's return to top-flight English soccer. The sponsored shirt was even worn at the 1985-86 League Cup Final. A local brewery backing a local club. It doesn't get more authentic than that.
Cork City FC, 1987–2003. Back in Ireland, Guinness sponsored Cork City FC for over 16 years – one of the longest shirt sponsorships in Irish soccer history. The iconic 1989 kit, inspired by the West Germany design from Euro 88, with its bold green and red zig-zag pattern and Guinness prominently across the chest, became one of the most celebrated jerseys of its era. Those vintage kits are now collector's items, celebrated by soccer shirt fans around the world as a perfect blend of Irish heritage and 1980s and 90s style.
Bristol City Women, 2026. The story comes full circle. Guinness returned to UK shirt sponsorship after 30 years – this time with Guinness 0.0 branding on the front of all three Bristol City Women kits, as part of a multi-year partnership. A major statement of confidence in the women's game, and proof that the harp never stays off the pitch for long.
From West London terraces to Cork's Leeside and now the women's game, the Guinness harp has always found its way onto the pitch. And now, with the Premier League partnership, it's back on the world's biggest stage – reaching fans in 189 countries.
When the World's Stage Calls
There's no bigger moment in soccer than when the global game steps onto the world's stage. Every four years, billions of fans across every continent gather to watch the sport at its absolute finest – and every single one of them has a drink in hand for the big moments.
For Guinness fans, those moments taste a little better. There's something about the slow pour, the settle, the first sip that perfectly matches the slow build of a knockout match. The tension. The release. The roar.
Greatness is brewing – on the pitch and in the glass.
Gear Up for the Game: The Guinness Soccer Collection
Whether you're hosting the ultimate matchday gathering or looking for the perfect gift for the soccer fan in your life, the Guinness Soccer Collection was made for moments exactly like this.
Guinness Soccer Pint Glass 2 Pack – Special Edition
The perfect matchday glass. This limited-edition 2-pack features the iconic Gilroy Toucan in a bold soccer-inspired design – a 20oz tulip-shaped glass that holds a full imperial pint and pours it beautifully. A collectible piece for the soccer fan who appreciates both the game and the drink.
Guinness Toucan Soccer Black Tee (coming soon)
The Gilroy Toucan – Guinness's most iconic figure – has traded in his perch for the pitch. The Guinness Toucan Soccer Black Tee features the legendary toucan kicking a football with a pint balanced on his beak, because multitasking is a skill. A bold back-print design that's equal parts heritage and matchday energy. The tee for fans who take their soccer seriously – and their Guinness even more so.
Guinness Toucan Soccer PVC Bar Mat
Set the scene before kick-off. The Guinness Toucan Soccer PVC Bar Mat brings the toucan and the beautiful game together in one bold, extra-thick 8mm design – non-slip, durable, and built for the kind of hosting that goes into extra time. The finishing touch for any home bar worth its salt.
How to Host the Ultimate Guinness Matchday
You've got the kit. You've got the screen. Here's what else you need:
The Pour. A Guinness is not a drink you rush. Two parts. A 45-degree tilt. A wait. A top-up. The ritual is half the experience – and it tastes better when you're watching the clock tick down in the 90th minute.
The Glass. Always serve Guinness in a proper pint glass. The shape matters. The harp matters. The Soccer Special Edition glass was made for exactly this.
The Bar Mat. Because great pints deserve a great stage – and your countertop deserves protection.
The Company. Guinness was never meant to be drunk alone. Invite your people. Pick your sides. Pour the pints.
For the Love of the Game
Whether your team lifts the trophy or bows out in the group stage, whether you're watching from the pub or the pitch, one thing doesn't change: the pint in your hand at the final whistle.
The Guinness Soccer Collection is here for all of it – the wins, the near-misses, and every matchday in between.
Shop the Guinness Soccer Collection
Sláinte. And may your team play beautiful soccer.
