Birmingham City have announced a new commercial partnership with Guinness, the fan favourite and world-renowned Irish stout.
The agreement aims to build on the successful and popular implementation of Guinness at St. Andrew’s @ Knighthead Park. Initially introduced in selected areas of the stadium, Guinness’ popularity has since resulted in venue-wide availability.
While the collaboration includes distribution rights, the partnership has been designed to go far beyond the taps, bringing together two iconic brands with deep industrial heritage, global ambition and an unwavering connection to their communities.
Celebrating its 150th year, Birmingham City has long represented the heart and spirit of the city. Guinness, established in 1759, shares a similarly rich history grounded in craftsmanship, resilience and community pride. This partnership unites two historic institutions committed to elevating matchday experiences while investing meaningfully in the people they serve.
Branding will be visible around St. Andrew’s @ Knighthead Park as supporters continue to celebrate matchdays and key moments of the year with Guinness.
Jon Grimes, Chief Commercial Officer for Birmingham City said: “This is an exciting moment for the Club. Guinness is a globally respected brand that understands heritage, quality and community — values that align closely with Birmingham City. While the partnership strengthens our commercial offering, it also enhances the matchday experience for supporters.”
Jamie Brooks, Sport Sponsorship Lead for Guinness added: “Football brings communities together, and partnering with Birmingham City allows us to celebrate that in a great footballing city. We look forward to building our working relationship with the club to enhance the fantastic matchday experience at St. Andrew’s @ Knighthead Park, and creating lovely matchdays, served alongside beautiful pints of Guinness, and Guinness 0.0.”
The partnership signals Birmingham City’s continued evolution both on and off the pitch. As the Club builds for the future, collaborations of this kind reinforce its ambition to align with premium global brands while staying true to its roots.