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With the 2026 FIFA World Cup set to start June 11, Guinness, the beer from Dublin, Eire, is launching a soccer-themed marketing campaign known as “The World’s Cup” for followers watching all over the world.
Guinness, which Guinness North America says is brewed in 49 nations worldwide and bought in over 150, is reimagining its “The World’s Cup” advert from the Nineties in a means the model says is supposed to attraction to each die-hard supporters and informal viewers gathering for matches this summer season.
As a part of the broader marketing campaign, Guinness collaborated with Artwork of Soccer on a limited-edition jersey assortment designed particularly for match days.
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Soccer followers watch match and revel in Guinness whereas sporting new jersey collaboration with Artwork of Soccer. (Guinness / Fox Information)
Whereas the signature Guinness emblem, in addition to the Guinness harp, are seen on the entrance of the jersey, the shirt incorporates a black-and-green patterned base with white and purple stripes.
Artwork OF has collaborated on quite a few items with Guinness prior to now, however this jersey will solely be accessible in North America beginning June 8.
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Artwork of Soccer, based in 2013, is a fan-led artistic studio that’s devoted to preserving the tradition of sport by means of the lens of artwork, making it a becoming collaborator for Guinness’ soccer-focused marketing campaign forward of one of many world’s largest tournaments in sports activities.
The corporate has additionally collaborated with manufacturers like Nike and Adidas, whereas securing licenses with the Premier League, Championship and European Leagues.
Guinness and Artwork of Soccer collaborated on a limited-edition jersey bought completely in North America earlier than the 2026 FIFA World Cup. (Guinness / Fox Information)
For Guinness, although, its “The World’s Cup” marketing campaign isn’t simply the limited-edition jersey collaboration. The model additionally labored with Artwork of Soccer to outfit bartenders and pub employees who Guinness says “make recreation days pretty, serving pints and creating a way of connection that retains followers coming again.”
Bartenders and pub employees in Atlanta, Boston, Philadelphia and San Francisco will likely be featured in Guinness content material on social media through the marketing campaign.
Guinness Draught Stout may even unveil its limited-edition soccer packs with a design created by Brooklyn-based illustrator and designer Sophia Yeshi, whose work is understood for daring visible storytelling and themes of variety.
The packs, bought in 4-packs and 8-packs, will likely be accessible nationwide for a restricted time, in accordance with Guinness.
Restricted-edition Guinness pint cans designed particularly forward of the 2026 FIFA World Cup. (Guinness / Fox Information)
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Lastly, Guinness has extra in retailer, however it will likely be holding it a shock because the World Cup will get nearer.
“Soccer is at its finest when everybody feels a part of it, and Guinness has all the time stood for that very same spirit of togetherness,” Karissa Downer, Director of Guinness, mentioned in a press launch. “Whether or not you are an avid supporter or just right here for time, Guinness makes recreation day really feel extra welcoming, extra linked and extra memorable. With ‘The world’s cup,’ we’re celebrating the pubs, pints and bartenders who flip each match right into a second value sharing. The attractive recreation deserves a wonderful pint and a room stuffed with followers to take pleasure in it with.”
Guinness says shoppers ought to drink responsibly.
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