August 15 – Newcastle United fans of a certain vintage will be cringing as their beloved Newcastle Brown Ale will only be remembered as a bygone era with the Magpies announcing a multi-year global agreement with Guinness, making the Irish stout brand an official club partner.
The deal brings Guinness and Guinness 0.0 to St. James’ Park, available throughout concourse areas and hospitality suites.
The famed Irish pint has been making significant inroads into Premier League clubs over the last few years with Arsenal and more recently Aston Villa serving up the black velvet nectar.
More significantly, Guinness serves as the Premier League’s Official Beer and Responsible Drinking Partner. The league-wide deal gives them substantial exposure across all 20 clubs with the Newcastle partnership representing their biggest individual club commitment outside of the Gunners.
The partnership got its first test run during Newcastle’s Asian pre-season tour. Guinness backed an exclusive fan event in South Korea, drawing over 250 supporters for player meet-and-greets and plenty of free pints.
Peter Silverstone, Newcastle United’s chief commercial officer, said: “Newcastle United and Guinness are two iconic global brands. Guinness is joining us during an exciting period of rapid transformation.”
Somnath Dasgupta, Marketing Director Global Sports Partnerships at Guinness, added: “Newcastle United is a famous one-city club with a passionate fanbase. 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.”
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