Guinness has extended its partnership with Notre Dame Athletics for an additional three seasons, remaining the official beer of Notre Dame Fighting Irish alumni and fans. The brewer also re-signed Hall of Fame quarterback Joe Montana as a brand ambassador for three more years, building on their existing six-year partnership. Montana, who played for Notre Dame before his legendary NFL career, will continue to represent Guinness through fan experiences and community engagement initiatives. "I'm excited to continue my partnership with Guinness for another three years and keep celebrating everything that makes football season so special," Montana said. "Guinness and I share a respect for tradition, a commitment to service, and, most importantly, a belief in bringing people together. Notre Dame is where so much began for me, and I'm looking forward to connecting with football fans this season because there's nothing like raising a pint on game day." Karissa Downer, Director of Guinness in the United States, noted the strength of the existing relationship. "Six years ago, we brought the storied brewing heritage of Guinness together with the Fighting Irish, and we knew quickly we had something pretty special," Downer said. "We couldn't be happier to extend our partnership with Joe Montana for another three years, because some traditions are just too good to stop. Notre Dame fans have an incredible respect for legacy and a real sense of community that feels right at home with Guinness and Joe."
Limited-Edition Can Debuts with Football Leprechaun Mark To mark the football season, Guinness is reintroducing its annual limited-edition Notre Dame can, this year featuring the Football Leprechaun mark for the first time. The can will be available in more markets than in previous seasons, expanding the brand's reach among Fighting Irish supporters on game days. Over the three-year extension, Guinness plans to create additional fan experiences with Montana and expand its Guinness Gives Back program through partnerships with local organizations serving communities near Notre Dame and major markets. The limited-edition Notre Dame Guinness Draught cans are available now in select markets while supplies last.
Why It Matters
College sports sponsorships remain a cornerstone of beer marketing, and Guinness's multi-year commitment signals confidence in the Notre Dame fanbase as a stable, high-value audience. The expansion of the limited-edition can distribution and Montana's continued presence suggest the brewer is deepening its investment in experiential marketing and community-tied initiatives—tactics increasingly important to beer brands competing in a saturated market.
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Written by FBM Publications Editors
