Arsenal Football Club has entered into a new multi-year global partnership with Guinness, setting the stage for the iconic stout to become a staple at the Emirates Stadium starting from the 2025–26 season.
This agreement doesn’t just cover beer taps in North London. It includes both Guinness and its non-alcoholic alternative, Guinness 0.0, and will stretch across supporter activations in over 80 international markets — embedding the brand into matchday culture well beyond the confines of the stadium.
The partnership was introduced during Arsenal’s pre-season tour, where it was celebrated at Molly Malone’s — a matchday fan hub in Singapore. Over 300 supporters gathered to toast the collaboration, marking the first of what promises to be many international Guinness moments tied to Arsenal fixtures.
Juliet Slot, Chief Commercial Officer at Arsenal, highlighted how the partnership builds on the deep emotional connection fans have with their matchday experience. “Guinness is a brand with enormous heritage and recognition,” she said. “From the Emirates to fan zones abroad, we want matchday to feel like a ritual — and Guinness helps us deepen that feeling of connection, familiarity and celebration.”
Guinness sees this as more than just a logo placement. Somnath Dasgupta, the brand’s global head of sports partnerships, emphasized the ambition behind the tie-up. “This is about football and identity. Arsenal represents tradition, style, and global community — all of which resonate strongly with Guinness. We’re looking forward to building those shared moments that live far beyond the final whistle.”
Alongside the commercial and brand-building goals, Guinness’s responsible drinking messaging will feature prominently in its presence at the Emirates. This ensures that the partnership remains aligned with broader values around fan safety and awareness.
As the 2025–26 season approaches, Guinness is set to become part of the rhythm of matchdays — a global pour that meets a global fanbase.
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IMAGE: Arsenal FC
