The teams at Notre Dame Global Partnerships and Guinness sought to create a partnership that would inspire an authentic celebration and collaboratively build new shared traditions throughout the Notre Dame Alumni and Fan ecosystem.
Notre Dame provided Guinness a partnership delivering both scale and impact in the North American market, an untapped opportunity for Guinness due to their traditional investment in European sports.
As Official Beer of Notre Dame Alumni and Fans, Guinness collaborated with Notre Dame on this one-of-its-kind, authentic national partnership that includes media, licensing and retail, on-site amplification, and business-to-business efforts.
Notre Dame legend and Guinness brand ambassador, Joe Montana, led a national media campaign to introduce the partnership and promote responsible drinking. Supporting media assets included NBC broadcast integration, national radio, digital and social media.
Guinness produced custom branded Notre Dame packaging for eight states (IN, IL, MI, OH, NY, NJ, MA, CT) and welcomed fans to stores with co-branded POS displays and promotional items.
Notre Dame fans could purchase co-branded glassware and apparel online and in-store.
Please Enjoy Responsibly.
Guinness Draught Stout. Imported by Diageo Beer Company USA, New York, NY.