Newcastle United Announces Multi-Year Global Partnership with Guinness.

Roger Hampel

Image: Newcastle United

Newcastle United has confirmed a multi-year global agreement with Guinness, making the Irish stout brand an official club partner. The partnership will introduce Guinness and Guinness 0.0 across St. James’ Park, with availability in concourse areas and hospitality suites.

Partnership Activation and Scope Newcastle United Guinness

The announcement follows Guinness’ support for Newcastle United’s exclusive fan event in South Korea during the club’s pre-season tour of Asia. The gathering, attended by more than 250 supporters, featured appearances from players and club legends, giveaways, and Guinness servings to celebrate the club’s supporter community.

Under the agreement, Guinness will work with Newcastle United to create matchday and non-matchday activations aimed at enhancing the supporter experience. The brand’s presence will be visible both in-stadium and across the club’s global digital platforms.

Strategic Context and Audience Growth

Peter Silverstone, Newcastle United’s Chief Commercial Officer, said:

“Newcastle United and Guinness are two iconic global brands that were destined to unite. They will help us deliver unforgettable experiences for supporters in Newcastle and across the globe. Guinness is joining us during an exciting period of rapid transformation. Since 2021/22, our global TV audience has risen 66% – the second-fastest growth among Europe’s top clubs – and last season we were the Premier League’s fastest-growing club on social media, offering a powerful platform to reach Guinness’ markets worldwide.”

Somnath Dasgupta, Marketing Director Global Sports Partnerships at Guinness, added:

“Newcastle United is a famous one-city club with a passionate fanbase that transcends geographies to reach into all corners of the world. We are incredibly excited to further scale and deepen our association in football, and kick-off new rituals with the Geordie faithful worldwide. The atmosphere at St. James’ Park is legendary, and we are delighted that Guinness and Guinness 0.0 will become part of this unforgettable fan experience for home and away fans from the start of the season.”

Responsible Drinking and Sustainability Commitments

Building on Guinness’ role as Official Beer and Official Responsible Drinking Partner of the Premier League, the collaboration will include initiatives to promote responsible consumption. The partnership will also involve joint sustainability measures, including a stadium recycling programme at St. James’ Park.