Guinness taps local artist for Singapore-exclusive Premier League merch drop

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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.

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.

Don't miss: Guinness scores with Premier League trophy showcase at Pavilion KL

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 echoes the “Kallang Wave”, celebrating Singapore’s stadium culture.

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.

By weaving in local artistry and football culture, Guinness is positioning itself as more than a match-day drink, turning fandom into a shared cultural moment.

“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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