Premier League ‘agrees a £40m deal with Guinness’ to replace Budweiser as their new beer partner… with the firm ‘beating competition from Heineken’

The Premier League has reportedly agreed a £40million deal with Guinness to become the league’s new beer partner. 

Budweiser has been the Premier League’s beer sponsor for the past five years having also been been associated with the FA Cup. 

However, from next season Diageo-owned Guiness will take the title after beating competition from Heineken, according to Sky. 

The outlet claims that all 20 Premier League clubs have been informed that it’s backing a £10m-per-year deal from August. 

The deal is yet to be formally signed but it would represent a financial boost to the existing partnership with AB InBev’s Budweiser. 

Guinness has been historically linked to rugby but will make it’s mark in football next season 

A premier League executive has reportedly said he’s been told the deal was valued at over £41m over a four-year duration. 

Guinness has been historically linked to rugby rather than football having sponsored the sport’s Premiership and Six Nations competitions. 

They had previously tried to land a deal in football, with reports suggesting they made an attempt to take naming rights from Barclay’s for the Premier League in a £100m deal in 2015. 

The new proposed deal comes at a time when a number of clubs in English football’s top flight are facing financial straints. 

Clubs are facing a bill of at least £106m to fund the first 10 years of the new independent regulator in the form of a compulsory Government levy.

Mail Sport has learned the Government have recommended that Premier League clubs pay at least 80 per cent of the regulator’s operational costs, which officials have forecast to be £132.8m over its first decade.

In addition the Premier League will be forced to pay back the vast majority of the regulator’s start-up expenses, to initially be funded by government, which will cost it millions more.