Sport
Analysis: Guinness’s Premier League deal shows Diageo will pour more into marketing
The listed drinks giant is responding to a turbulent period by pushing further into markets where it has shown growth in recent years
Having usurped Carling as the best-selling beer in British pubs at the end of 2022 Guinness is now muscling in on its rivals’ sponsorship deals.
Having long been associated with rugby through its previous sponsorship of the English premiership from 2005 to 2010 and its ongoing partnership with the Six Nations, Diageo has reportedly agreed a £40 million deal with the Premier League.
With Budweiser ending its existing partnership, there was a tussle to be ...
