The Daily Telegraph reports that the Premier League has signed a four-year agreement with brewing giant Guinness to become its “official beer” and a new global partner, worth approximately £52 million in total.
At the league’s annual general meeting this month, Premier League executives presented the partnership with Diageo, the global owner of beer brands, to clubs and agreed to proceed. Budweiser will be replaced by Guinness as the beer provider. Since the end of its last sponsorship deal with Barclays Bank in 2016, the Premier League, clubs, and executives have decided against seeking a title sponsor – a move seen as enhancing the league’s global brand strength.
In its latest financial results for the 2022-23 season, the Premier League generated £188.4 million from its commercial deals, which were evenly distributed among clubs, providing each with £9.4 million. Commercial revenue is the only central fund that is currently split equally among the 20 clubs.
The Premier League’s current major partner is digital gaming giant EA Sports. Barclays, Castrol, Hublot, Oracle, and Nike are among the current official partners. Barclays is expected to renew its role as the official banking partner.