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The Premier League has reportedly agreed a £40 million deal with Guinness to become the league’s new beer partner.
Budweiser has been the beer sponsor of the Premier League for the last five years and has also been associated with the FA Cup.
However, starting next season Guiness, owned by Diageo, will take the title after overtaking Heineken. according to Heaven.
The outlet claims all 20 Premier League clubs have been informed they will back a £10m-a-year deal from August.
The deal has not yet been formally signed, but would represent a financial boost to AB InBev’s existing partnership with Budweiser.
The Premier League has reportedly agreed a £40m deal with Guinness to become the league’s new beer partner.
Guinness has historically been linked to rugby but will leave its mark on football from next season
A Premier League executive reportedly said he had been told the deal was valued at more than £41m over a four-year period.
Guinness has historically been linked to rugby rather than football, having sponsored the sport’s Premiership and Six Nations competitions.
They had previously attempted to strike a deal in football, with reports suggesting they attempted to take Barclay’s naming rights to the Premier League in a £100m deal in 2015.
The proposed new deal comes at a time when several clubs in English football’s top flight are facing financial difficulties.
Clubs face a bill of at least £106m to fund the first 10 years of the new independent regulator in the form of a mandatory government levy.
Mail Sport has learned that the Government has recommended that Premier League clubs pay at least 80 per cent of the regulator’s operating costs, which officials have forecast at £132.8m over its first decade.
In addition, the Premier League will be forced to pay the vast majority of the regulator’s initial expenses, which will initially be funded by the government, costing it millions more.