In a battle of brewing giants, Diageo-owned Guinness and Dutch beer giant Heineken are vying for the coveted title of the Premier League’s official beer partner, Sky News has learned. The two brands, long-time supporters of elite European rugby, have reportedly submitted rival proposals to replace Budweiser at the end of the current season.
Sources reveal that Guinness, backed by the FTSE-100 drinks giant Diageo, has put forth a lucrative offer that could be worth tens of millions of pounds over a three-year deal. On the other hand, Heineken, based in the Netherlands, has also entered the fray with a competing bid and has been asked to revise their proposal.
Budweiser, owned by AB InBev, has held the title of the Premier League’s official beer partner for the past five years and has been a prominent sponsor of the FA Cup. However, with the interest from Guinness and Heineken, a change in sponsorship seems imminent.
While Guinness has a strong association with rugby union, having sponsored the Premiership and the Six Nations in the past, Heineken has been a key sponsor of elite European club rugby competitions.
The Premier League is expected to make a decision on the new brewing partner in the coming weeks. Both the Premier League and Diageo have declined to comment on the matter, and Heineken has not responded to requests for comment. Stay tuned for updates on this multimillion-pound brewing battle for the Premier League’s official beer partnership.