Guiness will replace the Premier League’s current beer sponsor Budweiser. (Michael Regan/Getty Images)

English soccer's top-tier Premier League (EPL) is set to begin a lucrative commercial tie-up with renowned beer brand Guinness in 2024-25, it has been reported.

The EPL has now told its 20 member clubs that a deal worth £10 million ($12.5 million) per season will start next campaign and run through 2027-28, Sky News has reported.

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The outlet has also said that the Diageo-owned brand has secured this tie-up – yet to be officially signed – after seeing off competition from fellow brewing giant Heineken.

An agreement of £10 million per year would reportedly represent a significant financial boost for the EPL from the current Budweiser deal.

Budweiser has been an EPL sponsor since the beginning of 2019-20 and has also been a major sponsor of the knockout FA Cup competition in recent years (before losing that slot to Carling in early 2023).

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Other major EPL commercial partners include NIKE, Barclays, Hublot, EA Sports, Oracle, and Panini.

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In late March, the league agreed to a four-year licensing and investment tie-up with virtual reality (VR) software firm Rezzil.

Through the agreement, the EPL is taking an equity stake in Manchester-based Rezzil, while the two are also working together to develop an EPL-centric game, to launch later this year.

Guinness, meanwhile, has been primarily a rugby union sponsor as opposed to soccer in recent years.

Most prominently, the Diageo brand is a major sponsor of the Six Nations European national teams competition in rugby union and holds naming rights for that competition’s women’s edition.

It also has a deal in place with the English Rugby Football Union body.