Soccer, or futbol, has a remarkable way of bringing people together. It can turn strangers into teammates, transform a quiet neighborhood bar into a place filled with songs and cheers, and make 90 minutes feel like the perfect reason to gather with family and friends. While every fan supports a different club or country, the shared excitement of the game often creates lasting memories that go far beyond the final score.
Guinness understands this unique connection between soccer and community. For generations, the iconic stout has been part of match-day traditions in pubs, homes, and fan gatherings around the world. Whether people are celebrating a dramatic last-minute goal or talking about the game’s biggest moments, the experience is often made even better by simply being together.
To celebrate this summer’s biggest soccer tournament, Guinness has once again partnered with Art of Football to launch a limited-edition jersey. The collaboration is part of Guinness’ “The World’s Cup” campaign, which highlights the traditions, friendships, and rituals that make soccer special. Rather than focusing only on what happens on the field, the campaign celebrates everything surrounding the game, from pre-match conversations to post-match celebrations.
The partnership also pays tribute to a memorable 1990 Guinness advertisement titled “The world’s cup… well in hand.” That campaign marked Ireland’s first appearance on soccer’s biggest stage and arrived just before the creation of the Premier League in 1992. Since then, soccer has continued to grow into one of the world’s most popular sports, reaching millions of fans across continents and cultures.
Today, soccer’s popularity in the United States continues to rise, with more supporters filling sports bars, restaurants, and living rooms to watch matches together. As the Official Beer of the Premier League, Guinness hopes to welcome both lifelong supporters and newcomers to the sport. The message is simple: no matter which team you cheer for or how long you’ve followed the game, there’s always room for everyone to enjoy the experience together.
The new Guinness and Art of Football jersey reflects that spirit. Available exclusively in the US for a limited time, it combines football culture with the craftsmanship and style for which both brands are known. The collection is designed for fans who want to celebrate the occasion while expressing their love for the game.
Guinness is also recognizing the people who help make every match day memorable: bartenders and pub staff. These hardworking individuals create welcoming spaces where fans gather, celebrate victories, and even cope with heartbreaking losses. Through a new series of ads and social media content, Guinness shines a spotlight on these everyday hosts who help turn game day into a community event.
Adding to the celebration, Guinness has introduced limited-edition packaging for its Draught Stout featuring artwork by Brooklyn illustrator Sophia Yeshi. The colorful design combines the brand’s classic black and cream colors with vibrant green and blue accents, reflecting the energy and diversity of today’s soccer culture.
As the tournament continues, Guinness promises even more surprises for fans. At its heart, however, the campaign is about something simple yet powerful: soccer may divide loyalties on the field, but shared experiences bring people together. Whether watching in a packed pub or from the comfort of home, the beautiful game reminds us that community is often the greatest victory of all. As always, Guinness encourages fans to celebrate responsibly.
