Guinness becomes front of shirt sponsor for City Women.

Guinness is returning to UK football shirt sponsorship for the first time in 30 years, becoming the official front of shirt sponsor of Bristol City Women in a new multi-year partnership. 

The new kits feature the iconic Guinness harp on the front, with Guinness 0.0 branding underneath, appearing on all three of the City Women’s shirts this season. 

The deal marks a significant moment for both the brand and the game, underlining Guinness’ commitment to championing the rapid growth and visibility of women’s football. 

Working alongside Bristol City Women and the club’s new owners Mercury13, an organisation dedicated to accelerating the women’s game, Guinness will invest in the matchday experience for Bristol City Women’s fans, collaborating with fan groups and communities to enhance football rituals and traditions.

Building on its wider involvement in the women’s game, including partnerships with clubs such as Arsenal, Newcastle and Aston Villa, Guinness aims to use its global platform and local presence to help the game continue to thrive.

More than a logo on a shirt, this partnership is about backing positive change, strengthening belonging and helping women’s football take its next confident step forward.

Bristol City Women and Ashton Gate Board Director Lisa Knights said: “Partnering with Guinness is an historic moment for our club and women’s football. As an iconic and globally recognised brand, Guinness is our biggest front of shirt sponsor to date, and to have them join us as our principal partner is a huge vote of confidence in what we are building in our city, with our players, fans and the wider Bristol community.” 

Hannah Haynes, Bristol City Women Board Director and Chief Strategy Officer at Mercury13, commented: “This partnership is an exciting step for women’s football. Guinness’ support will raise the profile of the game and create meaningful opportunities for fans to engage in new and unique ways. It marks the start of more big-name brands investing in women’s football and will help maintain the momentum of the sport as one of the fastest growing in the world.”

The sponsorship builds on Guinness’ broader strategy to celebrate football at every level. Following the Premier League sponsorship in 2024, partnerships with Arsenal, Newcastle United and Aston Villa and a Boxing Day activation that saw 10,000 pints of Guinness gifted to non-league fans, the brand is continuing its commitment to supporting the game and its fans. 

Jamie Brooks, Sports Sponsorship Lead at Guinness, said: “Football brings communities together and women’s football is an exciting and growing part of that culture. Bristol is a footballing city and it’s fantastic to partner with a club that is such a staple of the community. Alongside Mercury13, this is more than a shirt sponsorship. It’s about creating moments that bring people together and champion the growth of the women’s game.”

To mark the launch of the partnership, Guinness is offering every adult fan of Bristol City Women a free pint at Saturday’s match against Sunderland. Details of how to claim will be emailed to Season Ticket Holders and match ticket purchasers on Friday, January 30^th with all the details published on bcfc.co.uk

In addition to this, Guinness will use its sponsorship rights to champion local football culture across Bristol. This includes working with pubs and venues to create memorable matchday experiences for supporters and contribute to the growth of football in the city. 

As part of this, the 100 general admission tickets allocated to Guinness this season will be donated to female-owned or female-operated pubs across Bristol, for them to use at their discretion as sales drivers or as gestures of appreciation for customers and staff. 

SECURE YOUR NEW SHIRT 

Adult fans and shirt collectors can get their hands on the new home top from January 30^th with unisex Adults (small to 2XL) and Women’s Fit (sizes 8 to 18 available). 

Supporters who have already purchased this season’s Adult and Women’s Fit shirts can have the new logo applied free of charge by visiting the Store at Ashton Gate Stadium. 

The logo cannot be applied to children’s items due to advertising restrictions. 

Check availability and purchase the shirt by visiting the club store which will be open from 10am on Friday and Saturday until approximately 30 minutes after the final whistle of both the men's match against Derby County and City Women against Sunderland.