Guinness returns to football shirts for the first time in 0 years with Bristol City Women deal

Guinness is returning to UK football shirt sponsorship for the first time in 30 years, becoming the official front of shirt sponsor of Bristol City Women in a new multi-year partnership. The Guinness 0.0 branding will appear on Bristol City Women’s shirts, with the club announcing the deal as its new “official front of shirt sponsor.” Bristol City Women and Ashton Gate Board Director Lisa Knights said: “Partnering with Guinness is an historic moment for our club and women’s football. As an iconic and globally recognised brand, Guinness is our biggest front of shirt sponsor to date, and to have them join us as our principal partner is a huge vote of confidence in what we are building in our city, with our players, fans and the wider Bristol community.” Guinness sports sponsorship lead Jamie Brooks framed the partnership as a long-term activation focused on matchday experience and local engagement in Bristol.Brooks said: “Guinness is back front of shirt in the UK for the first time in 30 years! Huge moment for the brand in launching our partnership with Bristol City Women’s FC, deepening Guinness’s involvement in football and Women’s sport. “This partnership is about more than a logo on a shirt – alongside Mercury 13 and BCWFC, we will be creating memorable matchday experiences that bring people together and continue to champion the growth of the women’s game, starting this weekend, at the home fixture against Sunderland where every fan will receive a free pint at the game.” Brooks also outlined a community-facing programme designed to connect the sponsorship to the city’s wider football culture beyond the stadium. “We’ll be using the partnership to support the local trade in Bristol, championing match day experiences in local pubs for fans to drive the growth of women’s football in the city,” Brooks wrote, adding that Guinness will donate “all contractual match tickets to local female-owned pubs and bars to use as customer incentives or for staff.” In addition to this, Guinness will use its sponsorship rights to champion local football culture across Bristol. As part of this, the 100 general admission tickets allocated to Guinness this season will be donated to female-owned or female-operated pubs across Bristol, for them to use at their discretion as sales drivers or as gestures of appreciation for customers and staff.