"Soccer is at its best when everyone feels part of it" — that's Guinness Director Karissa Downer's pitch for the brand's 2026 World Cup campaign, and honestly, it's not an empty one. The Irish stout is going all-in on this summer's tournament with a limited-edition jersey collaboration, pub staff content, and designer beer packs, and the centrepiece drops June 8.
The jersey, made with London-based creative studio Art of Football, is built around a black-and-green patterned base with white and red stripes, the Guinness logo and harp sitting prominently on the front. It's a North America-exclusive — you won't be picking this one up in a Dublin pub.
Art of Football is the right partner for this
Founded in 2013, Art of Football isn't just a merch brand. They hold licenses with the Premier League, Championship, and European leagues, and have collaborated with Nike and Adidas. Guinness has worked with them before, but this jersey is the most visible project yet — timed to coincide with the biggest football tournament on the planet landing in North America for the first time.
The campaign — called "The World's Cup," a revival of a Guinness ad from the 1990s — goes beyond apparel. Bartenders and pub staff in Atlanta, Boston, Philadelphia, and San Francisco will be outfitted by Art of Football and featured in Guinness social content during the tournament. It's a smart angle: the people pulling pints for three hours of nervy knockout football deserve some recognition.
Guinness is also releasing limited-edition soccer packs of its Draught Stout — sold in 4-packs and 8-packs nationwide — with artwork from Brooklyn-based illustrator Sophia Yeshi, whose style leans into bold visuals and themes of diversity. A fitting aesthetic for a tournament that genuinely does pull in fans from every corner of the world.
More to come before June 11
Guinness says there's more campaign activity they're keeping under wraps until closer to the tournament kickoff. The jersey goes on sale June 8, three days before the World Cup opens. If you're in North America and want one, that's your window.
