ABOUT

Challenged to give fans in Africa and South-East Asia a reason to feel the Guinness Premier League partnership, we didn't reach for sponsorship assets. We reached for the fans themselves, celebrating the soul of modern football that lives far from the stadium, those who follow the League from afar; in the villages, towns and communities in Africa and Asia.
Real people, in real communities, whose devotion to clubs thousands of miles away required extra character to be a fan.

The result is a campaign that transformed a commercial sponsorship into a cultural statement, positioning Guinness not as the beer of the Premier League, but as the beer of the fans who make football worth watching, because they can’t help but have a lovely day, no matter how far they are from the beautiful game. A beer, and a brand, for people of real character, all over the world.