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.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

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).

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

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

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.