Arsenal Announces Global Partnership with Guinness Ahead of 2025/26 Season.

Roger Hampel

Image: Arsenal FC

Arsenal FC has signed a multi-year global partnership with Guinness, naming the iconic Irish stout as the club’s official beer partner starting from the 2025/26 campaign. The agreement marks Guinness’ most significant move yet into the realm of top-tier club football and expands its visibility across Premier League fan communities worldwide.

Expanding the Guinness Football Footprint Arsenal Guinness

The partnership will see Guinness and Guinness 0.0 served at Emirates Stadium on matchdays for both men’s and women’s fixtures. The collaboration also aims to reach supporters across more than 80 global markets, embedding the brand within fan rituals and local Arsenal Supporters Clubs.

The global launch took place during Arsenal’s pre-season tour in Singapore, where over 300 fans gathered at Molly Malone’s Irish pub—a popular matchday destination for the club’s local supporters—to celebrate the beginning of the partnership.

“Guinness is loved by supporters across the world. We’re proud to be partnering with one of the biggest global brands to make a day out at the Emirates the best experience for our supporters,” said Juliet Slot, Arsenal’s Chief Commercial Officer. “Our matches are about rituals, traditions and a feeling of belonging. We’re excited to be putting Guinness at the heart of new rituals for our supporters across this season and beyond.”

From Matchday Pints to Global Brand Integration

The collaboration reflects Guinness’ strategy to deepen its involvement in football after notable partnerships in rugby and other sports. For Arsenal, it represents another commercial tie-up that aims to blend fan engagement with hospitality experiences.

“Arsenal is one of the most successful clubs in Premier League history, and this partnership marks an exciting opportunity to increase our association in football and build deeper connections with Arsenal supporters around the world,” said Somnath Dasgupta, Marketing Director, Global Sports Partnerships at Guinness. “All fans visiting Emirates Stadium can look forward to enjoying beautiful pints of Guinness and Guinness 0.0 from next season. We look forward to creating new rituals and shared experiences with passionate Gooners on matchdays, and beyond the 90 minutes.”