Paddy Carberry [#37]: How Guinness Leverages the Premier League Globally and Locally

On today’s episode, I’m joined by Paddy Carberry, Global Sports
Marketing Manager at Guinness.


Based out of the iconic St James’ Gate in Dublin, Paddy leads the
brand's global sports activations—from Six Nations Rugby to the
Premier League and everything in-between.


With nearly six years at Diageo, Paddy’s career has spanned roles
in sustainability, corporate relations, culture and partnerships.
Now, he’s shaping Guinness' connection to fans worldwide,
activating the brand across diverse markets and sports.


In our conversation, we dive into how Guinness aligns with the
cultural heartbeat of each market, why the timing was right for
partnering with the Premier League, the role of zero-alcohol
options in connecting with younger generations, and the
significance of Guinness' brand homes in their broader strategy.
We also explore the brand’s heritage, its long-standing ties with
rugby, and some creative new campaigns—including fashion
collaborations, which Paddy hints are on the horizon for football
fans.





Timeline


3:00 - Paddy’s Journey


8:00 - The Premier League Partnership and Global Fan Behaviours


14:00 - Guinness’ Alignment with Rugby


18:00 - Going Beyond In-Stadia Activation and ‘Pouring Rights'


23:00 - The Booming Popularity of Guinness and Their Pub and
Retail Activation Strategy


27:00 - How Guinness Zero is Shaping Consumer Trends and
'Out-Innovating' the Internet


30:00 - Guinness' Brand Home at St. James's Gate and
Around the World 


37:00 - Future Partnership Plans and a Potential Fashion and
Football Collab?





Additional Links


Connect with Paddy on LinkedIn - Here
Connect with Andy on LinkedIn - Here