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Guinness is back on the pitch for the
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first time since 1986. Back then, the
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hair was big and the kits were short,
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apparently. And Guinness was the name on
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every football fan's lips. Well, for the
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first time in 40 years, the black stuff
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is officially back on the front of an
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English football shirt. But this isn't
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just a nostalgia trip. It's a massive
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statement for the business of sport.
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Guinness has just signed a major deal
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with Bristol City in the Women's Super
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League 2. But look closer at the logo.
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It's actually Guinness Zero. This tells
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you everything you need to know about
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where the big money is moving in 2026.
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Global brands are pivoting hard towards
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the non-alcoholic trend and they're
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using the explosive growth of women's
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football to do it. Bristol City is now
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co-owned by some heavy hitters including
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Steve Lansdown of Hard Griefs Landdown
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and the sports conglomerate Mercury 13.
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They aren't just playing for trophies,
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they're building a commercial powerhouse
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by pairing a heritage brand like
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Guinness with the fastest growing sector
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in sports. They've created a marketing
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masterclass. It's a win for the club, a
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win for the fans, and a huge signal to
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other advertisers that the WSL is the
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place to be seen. So, are we entering a
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new golden era for football
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sponsorships, or do you miss the classic
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80s look? Send this to a football fan
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who remembers the original kits.
