Arsenal has announced a global deal with Guinness, which becomes the club's new official partner from the 2025/26 season. The beer brand is joining the rituals of the days of the Emirates Stadium, both in the matches of the men's and female teams, as well as actions aimed at fans around the world.
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The official launch of the partnership took place during the preseason tour in Singapore, at an event that brought together more than 300 fans at the traditional Pub Molly Malone's, a meeting point for Singapore Supporters Club. The celebration marked the beginning of global activations, which will take place in over 80 countries with exclusive experiences for gunners fans.
Juliet Slot, commercial director of Arsenal, stressed the importance of the agreement.
– Guinness is worshiped by fans around the world. We are proud to partner with one of the biggest global brands to make Emirates an even more special experience at Emirates, ”he said.
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Somnath DasGupta, director of marketing of global sports partnerships of Guinness, stressed the potential of the Union.
“Arsenal is one of Premier League's most successful clubs, and this partnership allows us to strengthen our presence in football, creating deeper connections with fans around the world,” he followed.
Responsible consumption
The agreement includes awareness campaigns to encourage responsible alcohol consumption. The initiative reinforces Guinness's commitment as the official consumer consumer partner of the Premier League, in line with the guidelines and good practices adopted by the English League.
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Source: https://www.lance.com.br/lancebiz/arsenal-fecha-parceria-global-com-marca-de-cerveja.html
