Newcastle United

Newcastle United and Guinness Unite in Multi-Year Global Partnership

Strategic Insights

Aug 13, 2025 — 1 min read

Newcastle United and Guinness have teamed up for a major global partnership, boosting the club's coffers and elevating the fan experience at St. James' Park. The partnership, announced on August 1 during the club's Asia tour, will see the iconic Guinness logo emblazoned around the stadium for the next three seasons. Fans will enjoy the iconic beer and its 0.0 version in concourses and hospitality areas, while Guinness will also support the club's sustainable efforts and promote responsible drinking.

Key Takeaways:

Newcastle United and Guinness have agreed a multi-year global partnership to boost the club's coffers.
The partnership will see Guinness and Guinness 0.0 available in concourses and hospitality areas at St. James' Park for the next three seasons.
Over 250 fans joined players and legends for a Guinness-supported fan event in South Korea as part of the club's pre-season tour.
Newcastle United's Chief Commercial Officer, Peter Silverstone, said the partnership will deliver unforgettable experiences for supporters.
Since 2021/22, the club's global TV audience has risen by 66%, making it the second-fastest growth among Europe's top clubs.
The partnership expands on Guinness' role as the Official Beer and Official Responsible Drinking partner to the Premier League.
Guinness and Newcastle United are committed to enhancing sustainability efforts at St. James' Park through a stadium recycling programme.

Statistics:

The partnership will run for three seasons.
66% growth in the club's global TV audience since 2021/22.
Over 250 fans attended the Guinness-supported fan event in South Korea.
The partnership aims to enhance sustainability efforts at St. James' Park through a stadium recycling programme.

Sources:

"Newcastle United and Guinness agree multi-year global partnership" (Chronicle Live)
Stern, Lee Ryder Newcastle United and Guinness have agreed to a multi-year sports marketing partnership (Sky Sports)
"Newcastle United and Guinness unite for global partnership" (Premier League)

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