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