In a new campaign ahead of the 2025-26 Premier League season, the English football league partnered with beer brand Guinness to celebrate the shared love and devotion that connects football fans throughout the world. This is Guinness’ second season as the official beer and non-alcoholic beer of the Premier League.

The campaign is spearheaded by a series of short films that feature fans from all 20 Premier League clubs, from Arsenal to Wolverhampton Wanderers. Each film is accompanied by the track “All My Friends” by electronic music producer Barry Can’t Swim, who also happens to be an Everton fan. 

Last season, Guinness activated its partnership with the Premier League in more than 80 countries. 

"Our first season as Official Beer and Non-Alcoholic Beer of the Premier League has been a galvanising platform for the brand around the world. More than a game, the Premier League has enabled Guinness to become part of rituals, traditions and moments of belonging that enrich the football viewing occasion,” said Somnath Dasgupta, global marketing director, Guinness, in a statement.

“This season, we’re taking that connection even further with our 'Lovely Day for a Guinness' campaign where we celebrate the fans who sing, cheer, stress and exhale through the emotional rollercoaster of every matchday, and the rituals that bind them together. Because win or lose, when you’re with your people and enjoying a pint of Guinness or Guinness 0.0, every match day can be a lovely day.”

“Guinness made a fantastic impact in its first season as Official Beer of the Premier League, bringing fans together around the world to celebrate the game in meaningful and memorable ways. This new campaign builds brilliantly on that momentum — capturing the emotion, energy and community spirit that define the Premier League. We’re excited to see how Guinness continues to elevate the matchday experience for supporters everywhere,” said Will Brass, chief commercial officer, Premier League. 

“Lovely Day for a Guinness” debuted first in Great Britain and Ireland, during Sky Sports’ live coverage of Liverpool FC vs. AFC Bournemouth, and on NBC in the U.S. The campaign will be featured across at least 215 live games on Sky Sports this season. In the U.S., it  will air weekly on NBC with more than 200 spots scheduled to run throughout the season, including new social film “Hope,” narrated by football legend and broadcaster Gary Neville.