Aston Villa Names Guinness as Official Global Partner for Men’s and Women’s Teams.

Roger Hampel

Image: Aston Villa

Aston Villa has announced Guinness as a new Official Global Partner, covering both the club’s men’s and women’s teams from the start of the 2025/26 season. The agreement brings one of the world’s most recognisable drinks brands into Villa’s commercial portfolio, with plans to integrate the partnership into both matchday and non-matchday fan experiences.

Matchday Presence at Villa Park

From this season, supporters at Villa Park will be able to purchase Guinness and Guinness 0.0 as part of the stadium’s hospitality and concessions offering. The partnership will also see Guinness branding visible across key club assets and marketing channels, reflecting its position as a staple of many football fans’ matchday routines.

Strategic Fit and Brand Objectives

For Aston Villa, the deal comes at a time of significant on- and off-pitch growth, including redevelopment work around Villa Park. According to the club, Guinness’ decision to partner is partly a recognition of this trajectory, as well as the club’s increasing international profile.

For Guinness, the agreement forms part of its wider global sports partnerships strategy, aiming to strengthen its association with football and reach new audiences. The brand is already active in rugby, golf, and other sports properties.

Executive Comments Aston Villa Guinness

Adrian Filby, Chief Commercial Officer at Aston Villa, said:

“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, Marketing Director Global Sports Partnerships at Guinness, added:

“Aston Villa is an iconic Premier League club that’s deeply embedded in the local community with a passionate international fanbase. 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.”