Guinness and Sky Business Join PubAid to Spotlight Pubs as Champions of Community Sport

UK, 26th June 2025— Guinness and Sky Business are joint headline sponsors of Pubs Power Sport - a new campaign from PubAid that will shine a light on the fundamental role pubs play in sustaining grassroots sports clubs and community wellbeing across the UK.

The research-led campaign will uncover the monetary value pubs raise for sports clubs and initiatives, building on its 2019 ‘Pubs and Sport: The Perfect Match’ report that found pubs raised more than £40 million in support of grassroots sports.

Pubs Power Sport will also celebrate the everyday contributions of publicans who power grassroots sport behind the scenes. From sponsoring kits to hosting team meetings, providing food and fundraising events, Britain’s pubs are helping to keep local sport alive and with it, physical movement, mental wellbeing and social cohesion in towns and villages nationwide.

With Guinness and Sky Business proudly behind the campaign, Pubs Power Sport highlights that pubs are more than places to eat and drink – they are essential community hubs supporting everything from Sunday league football to darts, cricket and rugby clubs.

PubAid Co-Founder Des O’Flanagan said: “Pubs have long been the beating heart of their communities, and Pubs Power Sport brings their impact on grassroots sport to the forefront. This campaign is about showing that behind nearly every local team is a local pub offering space, support and spirit, often with no fanfare. We’re proud to work with Guinness and Sky Business to give pubs the recognition they deserve.”

Nick Payman, Head of Guinness, said: “We’re delighted to be part of a movement that gives visibility to the unsung role pubs play in keeping community sport going. We want to champion the passion and quiet generosity of landlords and locals that make the difference every week.”

James Tweddle, Director of Hospitality at Sky Business said: “Sky has always recognised the value pubs bring to their communities, and sport is at the centre of that. By supporting Pubs Power Sport, we’re celebrating the landlords who not only show the big games but also keep sport alive in their communities in real and meaningful ways.”

A prize for pubs that get involved

A full report will be produced as part of Pubs Power Sport and publicans are encouraged to take part in a short survey to help build the picture of how pubs support sport. By filling it in, they’ll be entered into a prize draw and be in with a chance of winning football tickets courtesy of Guinness and Sky Business. Complete the survey by visiting here.

Ends/

For more information please contact Cara Churchman at Just Nothing on cara@justnothing.co.uk or call 07500799150.

NOTES TO EDITORS

About PubAid

PubAid is a working party created in 2009 and is the positive voice for UK pubs. PubAid runs the annual World’s Biggest Pub Quiz, which has raised £750,000 since its launch in 2016 and the Community Pub Hero Awards.

The PubAid steering group is led by co-founder Des O’Flanagan and includes a number of well-known figures from the industry, who lend their time and other resources to help spread the positive messages about pubs’ role at the heart of their communities.

About GUINNESS:

The GUINNESS Company was established in 1759, when Arthur Guinness signed a 9,000- year lease on St. James’s Gate Brewery in Dublin. Brewed using four natural ingredients, water, barley (malted & roasted), hops and yeast, Guinness is the world’s most popular stout. The iconic beer is brewed in 49 countries worldwide and sold in over 120. The most Guinness is sold in Great Britain, Ireland, USA, Nigeria and Cameroon. All Guinness consumed in Ireland and Great Britain is brewed at St. James’s Gate Brewery.

More information can be found at www.guinness.com/en-gb

Enjoy Guinness Sensibly. Visit www.drinkiq.com

About Sky Business

Sky is one of Europe’s leading media and entertainment companies and is part of Comcast Corporation, a global media and technology company that connects people to moments and experiences that matter. At Sky we Believe in Better.

Sky Business is the business-to-business division of Sky.

No matter the size or sector, Sky Business keeps businesses connected and customers entertained with their next generation network and unrivalled live sport and entertainment.

Everything we do at Sky Business is guided by three promises. We’re always innovating, it’s in our DNA. Making our customers everyday easier, with next-level support and continually investing in business, with business grade commitments.

For more information please contact Cara Churchman at Just Nothing on cara@justnothing.co.uk or call 07500799150.

Image: Winner - Riverside Sports Bar - Tonia Antoniazzi and Daniel Harris

Third-party news items that are posted on the Guild website come from press releases and emails received by the Guild. These are posted as they have been received. Their publication on the Guild website is an informational service only and is neither an endorsement of the content, nor its sender, by the Guild. For enquiries, please use the contact details that can be found at the bottom of each post.