Guinness and Borussia Dortmund announce partnership

Guinness and Borussia Dortmund have entered a global partnership running until at least 2031. From the start of the 2026/27 Bundesliga season, Guinness will become an integral part of the matchday experience at SIGNAL IDUNA PARK through a range of fan activations and brand experiences. During the season, Irish Stout will also be available on tap, ensuring every Borussia Dortmund home match is truly „A Lovely Day for a Guinness“.

The agreement marks Guinness’ first-ever partnership with a German professional football club, further strengthening its footprint in international football including English Premier League. As part of the partnership with the eight-time German champions, Guinness Draught will be served alongside Brinkhoff’s No.1 for all home and aways fans throughout the public and hospitality areas of SIGNAL IDUNA PARK. The announcement follows another successful year for the iconic black pint, which has delivered double digit growth globally.*

Where beer culture meets fan culture

“With Guinness, we are welcoming a partner that, like Borussia Dortmund, stands for passion, community and global appeal. We look forward to bringing together our fans and Guinness’ loyal community to create unforgettable moments together,” said Benedikt Scholz, Director Internationalisation & Commercial Partnerships at Borussia Dortmund. “Guinness and Borussia Dortmund share far more than a passion for unforgettable football moments. Both brands are built on authenticity, heritage and a strong sense of community and will connect with new and existing consumers, reaching millions of fans around the world” said Graham Villiers-Tuthill, Managing Director DACH at Diageo Germany.

“With its rich brewing heritage and one of the world’s most passionate football fanbases, Dortmund is the perfect home for our iconic Irish Stout. At the same time, Borussia Dortmund represents, like few others in world football, the unique atmosphere that is created when tens of thousands of supporters come together to share their passion.”

Guinness will use its distinctive marketing, creative advertising, and history of activating world-class sports sponsorships to create fun and engaging fan experiences. The partnership will look to support and uplift the football community, on and off the pitch, and inspire new connections between its own consumers and passionate fans around the world.

About Diageo

Diageo is the world’s leading provider of premium international spirits and beers. The London-based company’s portfolio includes such well-known brands as Johnnie Walker, Crown Royal, JεB, Buchanan’s, and Windsor whiskies; Smirnoff, Cîroc, and Ketel One vodkas; Captain Morgan, Baileys, Don Julio, Tanqueray, and Guinness. Diageo operates globally with a brand presence in more than 180 countries and is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE).

For more information about Diageo, the employees, brands, and achievements, visit www.diageo.com. You can also visit DRINKiQ, Diageo’s global platform for responsible drinking, at www.DRINKiQ.com, where you can find information, initiatives, and resources, as well as opportunities to share and learn best practices in promoting responsible alcohol consumption

About the Radeberger Gruppe

The Radeberger Gruppe, the market leader in the German beer market, is the exclusive distribution partner in Germany for the draft, bottled, and canned beers of the Guinness, Kilkenny, and Hop House 13 brands from Diageo plc, the world’s leading provider of premium beverages. For more information, visit: www.radeberger-gruppe.de/en/

*Diageo Preliminary Results, fiscal year ended 30 June 2026

Source: Diageo / Radeberger Gruppe