News

Diageo speaks out over Guinness, Premier League tie-up rumours

Most popular

Another drinks CEO steps down - But, why?

Pernod Ricard Performance Trends 2014-2018 - data

What's coming up in soft drinks in 2019?

What's coming up in spirits in 2019? - Predictions

MORE

Diageo has branded as “speculation” reports that it is vying to make Guinness the next headline brand sponsor of football's English Premier League.

Will Diageos Guinness be the next sponsor of the English Premier League?

Will Diageo's Guinness be the next sponsor of the English Premier League?

Sky News reported late yesterday that the UK-based drinks firm is among a number of companies working on a bid for the rights, with the deal expected to be worth around GBP150m (US$225m). Current sponsor Barclays will see its three-year deal expire at the end of next season, but could reportedly be looking to renew the deal. 

In a statement to just-drinks today, Diageo said: “With global brands such as Guinness, Smirnoff and Johnnie Walker, sponsorship plays an important role in our marketing activities. We look at opportunities all the time so as a rule we do not comment on speculation.” 

Guinness is already the official beer of rugby's Aviva Premiership, after Diageo renewed a deal last year. However, the brand has no high profile links to football in the UK. 

Last year, Diageo invested heavily in the stout brand in the UK in attempts to revive sales, including launching variants such as 'Dublin Porter' and 'West Indies Porter'

In half-year results released yesterday, the company reported that Guinness was "impacted" in the UK on-trade, but "maintained share". Total beer sales in the six months fell 2%, Diageo said. 


Related Content

Molson Coors moves in on Premier League as Carlsberg retreats

Molson Coors moves in on Premier League as Carlsberg retreats...

Comment - Diageo Spins the Guinness Wheel... Again

Comment - Diageo Spins the Guinness Wheel... Again...

Heineken linked to US$150m Formula One tie-up

Heineken linked to US$150m Formula One tie-up...

Diageo readies tourism spend, new Johnnie Walker visitor hub despite lack of location

Diageo readies tourism spend, new Johnnie Walker visitor hub despite lack of location...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?