Guinness has kicked off the 2025/26 Premier League season in Singapore with a local-first collaboration that fuses football fandom with homegrown creativity.
The beer brand has teamed up with Singaporean illustrator Tobyato to launch a limited-edition collection of jerseys and merchandise, available across coffee shops, bars, supermarkets, online platforms and delivery apps.
In conversation with MARKETING-INTERACTIVE, Gerald Yeo, marketing director at Asia Pacific Breweries Singapore said the move reflects Guinness’ aim to connect more meaningfully not just with its own consumers, but with local football fans and the culture surrounding the sport.
“By teaming up with Tobyato for this Singapore-exclusive, we want to unite fans of the beautiful game, regardless of which team they support,” he added.
The collection centres around two jerseys. The “Limited edition” features a sleek black design with Guinness’ logo and playful sleeve graphics for fans who live for match-day energy, while the “Collector’s edition” puts Tobyato’s signature visual style front and centre, blending football, art and storytelling in a single piece.
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Beyond jerseys, the range extends to caps, sling bags and sports towels, turning everyday merchandise into statements of passion and unity. Tobyato’s bold, recognisable style and lifelong love of football adds authenticity to the collaboration.
Iconic Guinness motifs are reimagined across the collection, from a pint-balancing toucan atop a football and a trio of perfect pints representing celebration, to the 1759 motif transformed into a symbol of heritage and passion. Even the wave-like pattern on Guinness cans pays tribute to the famous “Kallang Wave” seen in Singapore’s stadiums, blending local culture with the brand’s heritage.
More than a “merch drop”, Yeo said, the collaboration blends art, culture and football to create something fans can connect with locally. Traditionally, a jersey divides fans by club, but the Guinness x Tobyato jerseys flip that into a unifying symbol, celebrating camaraderie and elevating the match-day experience. “Every match day can be a lovely day for fans, no matter which club they support,” he added.
The campaign features Tobyato alongside familiar local personalities, including Singapore Premier League footballer Chris Van Huizen, long-time Guinness fan Paul Foster, and rising athlete Kerstin Ong, bringing to life the message that match days can unite fans of different clubs through shared enjoyment of the beautiful game.
Guinness will mark the launch on 20 September at StarHub’s Premier League Watch Party at ARFC East Coast Park, with football games, activations and 1-for-1 pints for StarHub subscribers. Fans can collect items across multiple channels, from bars and pubs through the Guinness Passport Challenge, to coffeeshops with purchase promotions, and supermarkets and online platforms offering jerseys and sports towels with qualifying purchases.
Yeo said the brand is not betting on a single channel, but on showing up wherever fans enjoy Guinness. “Each channel plays a role in elevating the matchday experience. This approach keeps the experience fresh and makes every match day a lovely day for fans, no matter which club they support,” he added.
Guinness sees this collaboration as part of a longer journey. This is the second year in Guinness’ four-year partnership with the Premier League as the Official Beer. While Tobyato takes the spotlight this season, Yeo said the brand will continue finding creative ways to elevate the match-day experience for local fans.
“We will continue to create fun and engaging match-day experiences that spark energy, anticipation and camaraderie for fans of the beautiful beer and the beautiful game,” he said.
“Together with Guinness, I wanted to use the jersey, traditionally something that divided supporters by teams, into something that could bring fans of football together. That is what I truly enjoy about watching the Premier League. We might be fans of different clubs, but we are all fans of the beautiful game,” Tobyato said.
MARKETING-INTERACTIVE has reached out for more information.
Guinness is not the only beer brand tapping into football fandom. In May, Heineken opened the taps for fans in Seoul with “Trust bars”, a series of 24/7 self-service bars that let Korean fans enjoy UEFA Champions League matches any time of day.
Launched in Hongdae to coincide with the semi-finals, customers could order, pay and pour fresh pints using fully automated self-payment terminals. Developed with LeGarage, the innovation arm of creative agency LePub, the terminals are scalable and planned for expansion into Japan and Singapore.
In June, Carlsberg merged football fandom with storytelling in a campaign that surprised taxi drivers with the ultimate viewing experience for the UEFA Nations League Finals 2025. Titled “Fare game”, the activation took drivers, who expected normal fares, to a custom-built viewing zone in Berlin for the semi-final between Germany and Portugal. A short documentary captured the journey from surprise to celebration, highlighting the everyday sacrifices drivers make and the joy of sharing live football with fellow fans.
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