Guinness turns match nights into immersive fan moment with Premier League clubhouse

Guinness Malaysia is turning Premier League match nights into an immersive brand experience with the launch of Guinness Clubhouse, a first-of-its-kind football-themed stay in Kuala Lumpur. Open now until the end of February 2026, the initiative combines live football, branded activations, and fan-centric engagement to create a memorable touchpoint for the beer brand and its audience.

Set across three storeys, Guinness Clubhouse offers fans more than just a place to watch football. Guests can experience live Premier League matches on a giant projector with surround sound, recreating the atmosphere of a stadium from the comfort of the clubhouse.

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Complementing the live screenings are Guinness-infused snacks and a fully stocked kitchen designed to enhance the match-day experience. The campaign also integrates interactive elements such as a 'Play zone' featuring foosball, table football, and a pool table, allowing visitors to engage with the brand in a playful, social setting.

Guinness Malaysia's marketing manager Joyce Lim highlighted the strategic thinking behind the campaign, emphasising that match nights are “about the people, the banter, and a pint of Guinness that bring every kind of fan together.” She added: “We created Guinness Clubhouse as a space for different kinds of fans to come together, whether they’re here for the football, the food, or just the company, all over a shared love for Guinness and an even better time."

The Guinness Clubhouse is positioned as more than just a promotional stunt, as a tangible expression of fan engagement, enabling the brand to connect with audiences through shared experiences rather than traditional advertising.

Accommodating up to 20 guests per night in Guinness and football-themed rooms, the initiative reinforces brand presence while embedding Guinness into the emotional and social fabric of football fandom. Only a handful of weekend stays are available from now until February 2026, timed to coincide with Premier League match nights.

Each booking is for one night only, with guests able to choose Friday, Saturday, or Sunday stays, and open exclusively to non-Muslims aged 21 and above. Limited nights encourage exclusivity and participation, with fans advised to follow @GuinnessMY on Instagram for booking updates and details.

With Guinness Clubhouse, the brand transforms match nights into a full-scale marketing moment, leveraging experiential engagement to deepen connections with football fans, and elevating brand recall by combining live sport, interactive activities, and immersive brand storytelling.

Guinness Malaysia has been stepping up its experiential game, as it held a weekend of football excitement at Pavilion KL in August, where fans celebrated the arrival of the Premier League trophy with exclusive experiences, merchandise, and complimentary Guinness for eligible participants. The event marked Guinness’ role as the official beer of the Premier League and brought together thousands of fans for a three-day celebration.

Earlier in July, the brand went on a hunt for the country’s inaugural "chief pint officer" (CPO), a new role aimed at championing the quality and craft of its iconic draught. The CPO, which has since been selected, will serve as a brand ambassador responsible for recognising the perfect pour and promoting how Malaysians experience a pint of Guinness.

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