Premier League celebrates £40m partnership with new beer sponsor Guinness | Business News

English football’s top-flight clubs are set to secure a lucrative £40 million sponsorship deal with Guinness, as reported by Sky News. The deal, proposed by the FTSE-100 drinks giant Diageo, is worth more than £41 million over a four-year period, marking a significant financial boost for the Premier League.

The Premier League has informed its 20 clubs, including Everton, Manchester City, and Sheffield United, about the £10 million-a-year agreement that is expected to kick off next season. This deal, which has not been finalized yet, surpasses the league’s current partnership with Budweiser’s owner, AB InBev.

Guinness, traditionally associated with rugby union, is now making a bold move into football sponsorship. One Premier League club executive revealed that the proposed Guinness deal is valued at over £41 million for its duration.

This development comes amidst heightened scrutiny of the Premier League’s finances, following its failure to reach a redistribution settlement with the English Football League. The Football Governance Bill, which recently had its second reading, aims to establish an independent watchdog for the sport.

Richard Masters, the Premier League chief executive, has expressed concerns about increased regulation potentially harming the English football pyramid. Both the Premier League and Diageo have chosen not to comment on the deal at this time.

The potential partnership with Guinness signifies a major shift in the Premier League’s sponsorship landscape, with the iconic drinks brand poised to make a significant impact on English football in the coming years.