Guinness is set to make its return to UK football shirt sponsorship after a 30-year absence, announcing a new multi-year partnership as the front-of-shirt sponsor for Bristol City Women FC.
I’m not a regular Guinness drinker, and I’ve never made the pilgrimage to the famous Dublin brewery, but I have tried Guinness 0.0 on a handful of occasions – most recently at a wedding where I was on driving duty. I’ll admit, it went down very well. Had you told me it was the full-strength version, I doubt I’d have questioned it. Purists among us may well recoil at that suggestion, but it’s a compliment nonetheless.
The agreement will see the Guinness harp take pride of place on the front of all three Bristol City Women kits this season, accompanied by Guinness 0.0 branding beneath.
As someone who isn’t too keen on alcohol and gambling being involved in women’s sport, the fact that it’s pushing the low alcohol version certainly sits a lot nicer.
This partnership represents an important milestone for both Guinness and women’s football, reinforcing the brand’s long-term commitment to supporting the continued growth, visibility and ambition of the women’s game.
In collaboration with Bristol City Women and Mercury13 – an organisation focused on accelerating progress in women’s football – Guinness will invest in enhancing the matchday experience. The partnership will see the brand work closely with supporters, fan groups and creative communities to help develop new rituals and traditions around matchdays.
Building on its existing involvement in women’s football, including partnerships with Arsenal, Newcastle United and Aston Villa, Guinness will combine its global reach with a strong local presence to help drive the sport forward.
This partnership goes beyond branding on a shirt. It is about supporting positive change, fostering a sense of belonging and helping women’s football continue its confident upward trajectory.
Players and staff at Bristol City Women have welcomed the announcement. Lisa Knights, Board Director at Bristol City Women and Ashton Gate, said, “Working with Guinness marks a landmark moment for our club and for women’s football. As one of the world’s most iconic brands, Guinness becomes our largest-ever front-of-shirt sponsor, and their belief in what we are building across our city, team and community means a great deal.”
Hannah Haynes, Board Member at BCWFC and Chief Strategy Officer at Mercury13, added, “This partnership is a hugely positive step for the women’s game. Guinness’s backing will help elevate visibility and unlock new and engaging ways for fans to connect with the sport. It signals growing momentum, with major brands recognising women’s football as one of the fastest-growing sports globally.”
The sponsorship aligns with Guinness’s wider strategy of celebrating football at every level. Following its Premier League sponsorship in 2024, partnerships with Arsenal, Newcastle United and Aston Villa, and a Boxing Day initiative that gifted 10,000 pints to non-league supporters, Guinness continues to invest in the game and its communities.
Jamie Brooks, Sports Sponsorship Lead at Guinness, said, “Football has a unique ability to bring people together, and women’s football is a vibrant and expanding part of that culture. Bristol has a deep footballing heritage, and partnering with a club so embedded in its community feels like a natural fit. Alongside Mercury13, this partnership is about much more than a kit – it’s about shared moments, connection and championing the women’s game.”
To celebrate the launch, Guinness will offer every adult Bristol City Women supporter attending Saturday’s match against Sunderland a complimentary pint. Full details on how to claim will be shared via bcfc.co.uk.
Beyond matchday, Guinness will also use the partnership to spotlight local football culture across Bristol. Plans include working with pubs and venues to create memorable supporter experiences and contribute to the ongoing growth of football in the city.
As part of this initiative, the 100 general admission tickets allocated to Guinness this season will be gifted to female-owned or female-run pubs across Bristol, to be used at their discretion either as promotional tools or as a thank-you to customers and staff.
Adult fans and shirt collectors can get their hands on the new home top from January 30th with unisex Adults (small to 2XL) and Women’s Fit (sizes 8 to 18 available). Supporters who have already purchased this season’s Adult and Women’s Fit shirts can have the new logo applied free of charge by visiting the Store at Ashton Gate Stadium.
However, the logo cannot be applied to children’s items due to advertising restrictions.
