Aston Villa has confirmed a new partnership with Guinness, naming the iconic beer brand as the Official Global Partner for both the men’s and women’s teams starting from the 2025/26 season. This collaboration will bring Guinness and its alcohol-free variant, Guinness 0.0, to fans at Villa Park, enhancing the matchday experience for supporters.
Adrian Filby, Aston Villa’s Chief Commercial Officer, expressed enthusiasm about the partnership: “We are delighted to be welcoming Guinness to the Aston Villa partner family, a global brand that is instantly recognisable to millions around the world. With so many options to choose from, we are extremely proud that Guinness recognised the significant growth of Aston Villa both on and off the pitch, particularly the exciting new developments in and around Villa Park itself. We very much look forward to working closely with Guinness to create authentic experiences for our supporters during the 90 minutes on a matchday and beyond.”
Somnath Dasgupta, Global Head of Sports Partnerships at Guinness, echoed the excitement: “Aston Villa is an iconic Premier League club that’s deeply embedded in the local community with a passionate international fanbase in our key global markets. We’re incredibly excited that all fans will be able to enjoy quality pints of Guinness and Guinness 0.0, as part of the amazing matchday occasion at Villa Park, and support our ambition to become the most loved beer in sport.”
On the pitch, Aston Villa is building momentum heading into the new season. After a convincing 4-0 win against AS Roma, the club is preparing for their Premier League opener against Newcastle United, along with upcoming European fixtures against Marseille and Villarreal. Despite a relatively thin squad and the departure of influential loanees Marcus Rashford and Marco Asensio, the team under manager Unai Emery is focused on delivering results.
Consulting Insight
This partnership between Aston Villa and Guinness underscores the growing importance of authentic brand alignments in sports. For brands, football clubs present an unparalleled platform to engage a passionate and global audience in meaningful ways. For clubs, aligning with globally recognized brands enhances commercial revenue and enriches the fan experience, both crucial drivers for sustainable growth.
At 365247 Media, we specialize in helping sports entities and brands identify and activate partnerships that resonate authentically with fans while maximizing commercial value. Whether it’s matchday experiences, global brand campaigns, or digital engagement, strategic collaborations like this set the standard. Let’s talk.
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IMAGE: Aston Villa Football Club
