Guinness EPL
Year
Client
Guinness Ghana
Challenge
Transform Guinness’ Premier League partnership from a sponsorship story into a cultural moment that connects deeply with Ghanaian football fans. Goal: Reinforce Guinness’ position as the ultimate beer for football lovers
The Goal
To reinforce Guinness' position as the ultimate beer for football fans in Ghana by leveraging its partnership with the English Premier League (EPL) to deliver a culturally resonant campaign that bridged sport, community, and brand passion through high-impact media engagement and strategic stakeholder involvement
The Spark
Football runs deep in Ghana but how do you turn an ordinary brand partnership into a nationwide celebration that cements Guinness as the ultimate beer for football fans?
When the iconic Premier League Trophy arrived in Ghana in March 2025, it was our moment to transform a global symbol of victory into a local story of pride and belonging.
The Idea
Build a story that made the trophy feel personal, something every fan, journalist, and stakeholder wanted to be part of.
The Execution
We deployed a strategic PR rollout designed to maximize visibility, influence, and brand affinity.
The campaign launched with a high-profile press event, attended by Yaw Ampofo Ankrah (Director General, NSA), former EPL stars John Painstil and John Mensah, and Guinness Ghana executives, a deliberate move to anchor credibility and secure premium media traction from day one.
A targeted media amplification plan followed, securing nationwide coverage. Exclusive interviews, expert commentary, and real-time content positioned Guinness at the heart of Ghana’s football conversation.
To sustain momentum, we activated influencer and digital PR partnerships with top-tier voices, including Fentuo Taqhiru, Gary Al-Smith, leveraging their reach to generate social buzz and user-led amplification. The campaign culminated in the Guinness Matchday Experience, transforming a trophy showcase into a national moment of celebration and viral fan engagement.
The Results
The campaign delivered powerful visibility and deep cultural engagement:
41 media coverages - 14 Online | 11 TV | 5 Radio | 7 Print| 4 Bloggers
6.2M+ impressions across Ghana and West Africa
The presence of top-tier personalities, government officials, and football legends amplified credibility
Generated national buzz with widespread digital virality and fan-driven content.
