Marketing Masterstroke: How Guinness is leveraging football passion for growth

Imagine standing just inches away from the legendary English Premier League trophy, soaking in the electrifying atmosphere of football passion, as fans clad in their favourite club jerseys watch a live match on a giant screen at your favourite joint, recreating the magic of a Premier League stadium. 

This was the unforgettable spectacle Guinness brought to football lovers in Ghana last Sunday as the legendary trophy made a dazzling appearance at the Pitstop Pub in Labone, Accra, as part of an exciting trophy tour that brought the iconic silverware to the heart of Ghana’s capital.

Towering at 104cm and weighing a hefty 25.4kg, the gleaming Premier League trophy was the centrepiece of a football fiesta, giving fans a rare opportunity to get up close and personal with English football’s most coveted prize. 

Supporters of Arsenal, Manchester United, Chelsea, Manchester City and Liverpool revelled in the moment, capturing cherished photos while immersing themselves in the drama of the London derby between Arsenal and Chelsea.

Marketing masterstroke

The English Premier League is the most-watched sports league in the world, broadcast in 212 territories and reaching a staggering potential TV audience of 4.7 billion. 

Its global appeal makes it a powerful marketing platform for brands, and Guinness, as a leading sponsor, seized the moment to amplify its connection with football fans. 

Trophy tours have become a strategic pillar of sports marketing, allowing sponsors to create unforgettable brand experiences and drive consumer engagement.

From the FIFA World Cup Trophy Tour by Coca-Cola to the UEFA Champions League Trophy Tour by Heineken and the TotalEnergies AFCON Trophy Tour, these events serve as high-impact promotional tools that strengthen brand affinity and visibility. 

Guinness’ activation in Ghana followed this winning formula, blending live football, premium brand experience and direct fan interaction.

Accra’s red carpet welcome

The English Premier League trophy’s arrival in Accra was nothing short of a Hollywood-style spectacle. 

Treated like a VIP, the trophy was escorted with heavy security to the Accra Marriott Hotel, where Ghanaian football greats John Paintsil and John Mensah headlined a high-profile media event to welcome it. 

For these retired legends—who played in England’s top flight but never lifted the trophy—it was a moment of nostalgia and reflection.

Guinness Ghana took the trophy on a whirlwind media tour, building anticipation ahead of the ultimate fan experience at Pitstop Pub. 

The matchday event was the grand climax, bringing football lovers together to celebrate the sport and engage with the brand in an immersive setting.

Strategic playbook

Trophy tours have emerged as a cornerstone of global sports marketing, offering brands an unprecedented chance to embed themselves in the football experience.

With Ghana’s deep-rooted connection to the English Premier League—shaped by legends like Tony Yeboah (Leeds United), Nii Odartey Lamptey (Coventry City, Aston Villa), Michael Essien (Chelsea), Asamoah Gyan (Sunderland), Sulley Muntari (Portsmouth), and the Ayew brothers (Andre and Jordan), alongside current stars Thomas Partey (Arsenal), Antoine Semenyo (Bournemouth), and Mohammed Kudus (West Ham United)—the latest trophy tour was a golden moment for local supporters.

Last August, Guinness solidified its place in elite football by signing a four-year partnership as the Official Beer of the English Premier League, starting from the 2024/25 season. 

This landmark deal allows the brand to activate its sponsorship rights worldwide, promoting responsible drinking while immersing itself in football’s biggest stage.

Football and business growth

The impact of trophy tours on brand engagement cannot be overstated. Such activations offer sponsors the chance to connect with millions of passionate fans, generate buzz and reinforce their association with elite football. 

For Guinness, the tour was not just about showcasing the trophy; it was a strategic play to enhance brand visibility, drive sales and cement its status as the go-to beer for football lovers.

“For us, this is a big deal because it allows consumers to enjoy this great drink while watching their favourite matches,” said Estella Muzito, Marketing Director of Guinness Ghana, at the media launch at the Accra Marriott Hotel.

In today’s marketing landscape, experiential campaigns like trophy tours are more than just spectacular showcases—they are high-impact marketing assets and deliver unparalleled returns. 

As these coveted prizes travel across continents, sponsors bask in the global media exposure, social media buzz and unmatched brand association with elite football. 

By harnessing the passion for football, major sponsors such as Guinness, Coca-Cola, Heineken, and TotalEnergies gain a competitive edge—strengthening relationships with sports organisations, expanding their audience reach and driving long-term business growth. 

The return on investment extends beyond immediate sales, embedding these brands into the hearts and minds of consumers.

For business organisations and brands looking to score big in sports marketing, these tours are nothing short of a hat-trick — unmatched exposure, deep fan engagement and sustained market dominance.