Irish beer brand Guinness has continued its flurry of sponsorship deals in English soccer’s Premier League by adding Newcastle United to its portfolio.
Under a new multi-year global partnership, the iconic Diageo-owned brand becomes an official partner of the club, with its Guinness and Guinness 0.0 drinks to be made available to fans at St. James’ Park throughout the concourses and in hospitality areas during matches.
Go deeper with GlobalData
The deal quickly follows Guinness’ partnership with Aston Villa and comes just weeks after it teamed up with Arsenal.
Guinness was also recently named as the official beer of the Premier League for the next four seasons.
Villa have secured another deal with a drinks brand, meanwhile, bringing Coca-Cola on board as their official soft drinks partner.
The agreement also makes Coca-Cola an official global partner, and official partner of the Villa men’s and women’s teams.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataThe deal includes pouring rights for Coca-Cola’s range of beverages – including Coke, Coke Zero, Diet Coke, Fanta Orange, Fanta Orange Zero, Fanta Twist, MIX Coke Zero, Sprite, Sprite No Sugar, and Sprite Zero – on matchdays at Villa Park and across club events globally.
Villa and Coca-Cola will additionally collaborate to deliver exclusive fan experiences inside the stadium and across digital and retail platforms.
Coca-Cola announced a similar deal with Manchester United yesterday and also recently agreed a league-wide partnership with the Premier League.
In recent months, Coca-Cola also renewed partnerships with Germany’s Borussia Dortmund and Italian Serie A champions Napoli.
Villa will begin their 2025-26 season against Newcastle on Saturday (August 16).
Meanwhile, Nottingham Forest have become the latest Premier League club added to trading and investment platform eToro’s sponsorship stable under a new multi‑year agreement.
The firm has today been unveiled as the club’s official trading partner across both the men’s and women’s teams for the upcoming season.
As part of the deal, eToro branding will feature prominently throughout the City Ground on matchdays, including pitch‑side LED boards, stadium screens and flash‑interview backdrops, and across the club’s digital channels.
The company will also work closely with the club on one matchday activation for supporters within the City Ground’s Fan Zone.
In addition, Forest will collaborate with the platform throughout the season on targeted campaigns and co-branded content related to data insights.
Last month, eToro extended and expanded its partnerships with Crystal Palace, Everton, and West Ham.
Forest will start their season against Brentford on Sunday.
Palace have agreed a deal with SunExpress, a joint venture between Lufthansa and Turkish Airlines, to become the club’s official airline partner in a new three-year agreement.
SunExpress will feature prominently at Selhurst Park, with LED and pitch-side branding at all Premier League and home cup matches, as well as digital activations across the club’s channels.
The partnership will also have a strong digital focus, launching with a dedicated player-led video campaign, and will see the partners collaborate on a series of fan engagement initiatives and promote both brands across the UK and globally.
From the start of the 2025-26 season, Palace supporters will have access to exclusive benefits and competitions by SunExpress, including VIP match tickets and experiences.
Palace will start their campaign against Chelsea on Sunday (August 17).
Elsewhere, Brentford have extended their partnership with the UK arm of Japanese beer brand Asahi until 2030.
The brand’s products – Asahi, London Pride and Meantime – will continue to be supplied at the club’s Gtech Community Stadium on matchdays and commercial events.
Asahi UK signed an agreement to become a founder partner of Gtech Community Stadium when it opened in 2020.
