Guinness, the Art of Football collection of limited edition jerseys ahead of the World Cup
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As the 2026 FIFA World Cup kicks off on June 11, Guinness, a beer from Dublin, Ireland, is launching a football-themed campaign called “The World Cup” for fans watching around the world.
Guinness, which Guinness North America says is made in 49 countries around the world and sold in more than 150, is reimagining its “World Cup” ad from the 1990s in a way the brand says is aimed at appealing to die-hard fans and casual viewers flocking to catch the games this summer.
As part of the wider campaign, Guinness has teamed up with the Art of Football on a limited edition jersey collection designed specifically for match days.
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Football fans watch the game and enjoy Guinness while sporting the new jersey in collaboration with the Art of Football. (Guinness/Fox News)
While the signature Guinness logo, as well as the Guinness logo, appears on the front of the jersey, the shirt has a black and green patterned base with white and red stripes.
Art OF has collaborated on many pieces with Guinness in the past, but this jersey will only be available in North America starting June 8th.
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The Art of Football, founded in 2013, is a fan-led creative studio dedicated to preserving the culture of sport through an artistic lens, making it the perfect partner for Guinness’ football-focused campaign ahead of one of the world’s biggest sporting events.
The company has also collaborated with brands such as Nike and Adidas, while obtaining licenses with the Premier League, Championship and European Le League.
Guinness and the Art of Football have collaborated on a limited edition jersey sold exclusively in North America ahead of the 2026 FIFA World Cup. (Guinness/Fox News)
For Guinness, however, its “World Cup” campaign isn’t just a limited-edition jersey collaboration. The brand has also worked with the Art of Football to outfit bartenders and pub staff that Guinness says “makes game days fun, serving pints and creating a sense of connection that keeps fans coming back.”
Bartenders and bar staff in Atlanta, Boston, Philadelphia and San Francisco will be featured in Guinness’ social media content during the campaign.
Guinness Draft Stout will also unveil its limited-edition football packs created by Brooklyn-based artist and designer Sophia Yeshi, whose work is known for bold visual storytelling and themes of diversity.
The packs, sold in 4-packs and 8-packs, will be available nationwide for a limited time, according to Guinness.
Limited edition Guinness pint cans designed specifically ahead of the 2026 FIFA World Cup. (Guinness/Fox News)
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Finally, Guinness has a lot to look forward to, but will keep the surprise as the World Cup approaches.
“Football is at its best when everyone feels a part of it, and Guinness has always represented that same spirit of togetherness,” said Karissa Downer, Director of Guinness, in a press release.. “Whether you’re a passionate supporter or just here for the fun, Guinness makes game day feel more welcoming, more connected and more memorable. With ‘The World Cup,’ we’re celebrating the pubs, pints and bartenders who make every match a moment worth sharing. A great game deserves a great pint and a room full of fans to enjoy it.”
Guinness says consumers should drink responsibly.
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