The Big Game with Guinness: A Sports Night in Almaty

On April 5, 2025, Almaty hosted a vibrant sports-themed evening organized by the Guinness brand, bringing together football fans, industry representatives, and lovers of the legendary beer. The event took place at Event Space to celebrate Guinness’s global partnership with the English Premier League (EPL).

On June 12, 2024, Diageo signed a historic agreement with the EPL, making Guinness the official beer of the English Premier League and Guinness 0.0 –  its official non-alcoholic beverage. The partnership began with the 2024/25 season and is set to run for four years.

The Almaty event captured the spirit of this collaboration — energy, emotion, flavor, and style. Guests enjoyed a presentation by Diageo representatives about the history and philosophy of the Guinness brand, a live broadcast of the Everton vs. Arsenal match on the big screen, a fiery cheerleader show and live trumpet music, a variety of interactive games and prize draws, as well as delicious snacks and cold Guinness beer.

The party welcomed over 200 guests, including representatives from Yandex, Arbuz.kz, Galmart, Stolichny, Harat’s pub chain, Novotel hotels, and other figures from the retail and HoReCa sectors. The evening’s atmosphere encouraged not only great entertainment but also informal networking and knowledge exchange.

Guests sampled a selection of Guinness beers, including Kilkenny and Hop House 13, savoring the rich taste and signature beer presentation.

The event was not only a vibrant brand celebration but also a valuable opportunity to connect with partners and strengthen business relationships. Guinness demonstrated its commitment to actively developing in the local market and maintaining consumer interest through meaningful and engaging events.