Football Stars In Guinness Beer Ads: Who's Featured?

In recent years, Guinness has featured several football players in its commercials, including NFL legend and Hall of Famer Joe Montana, and Bengals quarterback Joe Burrow. Montana has been the spokesperson for Guinness since 2020 and has appeared in several ads for the brand, including a 2021 Super Bowl commercial. In one ad, he is seen at a bar, describing a pint of Guinness as light on its feet and smooth as velvet. In another, he recites powerful Irish sentiments and expressions in an inspiring football commercial. Burrow, on the other hand, stars alongside Montana in an ad for Guinness's new non-alcoholic beer, Guinness 0. The ad cleverly skirts NFL rules by promoting jerseys instead of the drink itself, as active NFL players are not allowed to do promotional work for alcohol companies.

Joe Montana features in a Guinness Super Bowl commercial

Joe Montana, the Hall of Fame NFL quarterback, has been the spokesperson for Guinness since 2020. He features in a 30-second Guinness Super Bowl commercial from 2021, titled 'What Does It Mean To Be The Greatest of All Time?'. In the commercial, Montana delivers an uplifting message about optimism and resilience, reflecting on the challenges of the previous year and celebrating the achievements of others. The commercial was filmed across two shoots, one at a football stadium and the other at the Guinness Open Gate Brewery in Baltimore.

Montana became the spokesperson for Guinness as part of the brand's new partnership with Notre Dame in South Bend, Indiana. He has appeared in several TV ads for Guinness, including one that featured the history of the Notre Dame football program and the iconic nitrogenated Guinness Draught Stout.

In addition to the Super Bowl commercial, Montana has also starred in other Guinness advertisements. One notable ad is the 'Smooth As Velvet' campaign, where he sits at a bar with two other men, describing the taste of Guinness as "light on its feet and smooth as velvet". This description leads one of the men to comment on how it reminds him of Montana's playing days.

Montana has also partnered with Guinness for their 'Guinness Gives Back' program, which focuses on giving back to communities in need. Through this initiative, Montana has worked to raise awareness and support for various charitable causes.

Montana's collaboration with Guinness extends beyond just advertising. He has expressed his love for the brand, recalling a trip to Ireland where he "fell in love with Guinness", finding it "lighter and more delicious than I ever imagined". This partnership between Montana and Guinness showcases the brand's commitment to community outreach and its connection to sports and popular culture.

Joe Montana has been Guinness' spokesman since 2020

Joe Montana has been a spokesman for Guinness since 2020, appearing in multiple commercials for the brand. In one such ad, the legendary quarterback is seen enjoying a pint of Guinness at a bar, describing it as "light on its feet and smooth as velvet". In another, he recites powerful Irish sentiments and expressions, with a cover of the song "Praise You" playing in the background.

Montana's partnership with Guinness extends beyond just being a spokesperson. In 2020, he collaborated with the brand and Notre Dame, an association steeped in history and tradition. As a former Fighting Irish quarterback himself, Montana helped Guinness celebrate its Irish roots and reconnect with the Fighting Irish community. The partnership included special edition Notre Dame 8-packs of Guinness Draught cans available across select US markets.

Montana's love for Guinness began on a trip to Ireland, where he "fell in love with the beer". The concept of "waiting for it" resonated with him, as Guinness drinkers know that the perfect pour is worth the wait. This idea was translated into his commercial, where he emphasises that "once you experience it, you appreciate it".

Montana's collaboration with Guinness also led to some creative advertising due to NFL rules prohibiting active players from promoting alcohol. In a clever ad for Guinness's new non-alcoholic beer, Guinness 0, Montana stars alongside Bengals quarterback Joe Burrow. The ad features the two athletes discussing jersey numbers, with Montana joking about changing his number to zero. All proceeds from the jersey sales go to the Joe Burrow Foundation.

Joe Burrow and Joe Montana star in a Guinness non-alcoholic beer ad

Bengals quarterback Joe Burrow and Pro Football Hall of Famer Joe Montana star in a new ad campaign for Guinness Non-Alcoholic Beer, called Guinness Zero or Guinness 0. The ad features the two football stars in a playful exchange over Burrow wearing a jersey with the number zero, a reference to the drink's name and the fact that NFL players can now wear the number.

In the ad, Montana quips, "Maybe I'll start to wear zero," to which Burrow responds, "It's my number, Joe. The future is zero." The jerseys worn in the ad are available for purchase, with all proceeds going to the Joe Burrow Foundation, a non-profit organisation aiming to end food insecurity.

While the ad appears to promote Guinness 0 beer, it is primarily for the jerseys as active NFL players are prohibited from endorsing alcoholic beverages. This has led to creative workarounds by companies wanting to feature NFL players in their campaigns. The ad for Guinness is the latest in a series of such campaigns, with Kansas City QB Patrick Mahomes starring in an ad for "The Coors Light," a flashlight with the beer logo, last summer.

Burrow and Montana have teamed up with Guinness before, volunteering with a New York City food nonprofit in March 2023 as part of the brand's outreach program and 1 Million Hours Pledge. Burrow expressed his admiration for Montana, saying it was "exciting" to spend time with a "quarterback legend" who shares his values of helping the community.

The ad campaign for Guinness 0 is set to continue, with more ads featuring the two Joes expected to be released.

Guinness Gives Back program involves Joe Burrow and Joe Montana

The iconic Irish stout brand Guinness has long been committed to community outreach and giving back. In 2022, the company announced a multi-year partnership with Bengals quarterback Joe Burrow as part of the brand's ongoing "Guinness Gives Back" initiative. Burrow pledged volunteer hours to serve communities in need, focusing on eliminating food insecurity in his hometown of Cincinnati.

"Many people in our country are facing a series of challenges right now and can benefit from the support of others, and I am humbled to be in a position to make a difference — and encourage others to do so, as well," Burrow said in a release. "Teaming up with a brand like Guinness, who has 'giving back' at the core of what they do, just makes sense."

In 2024, Burrow teamed up with Guinness once again for the second annual "Guinness Gives Back" service event, supporting his charity, The Joe Burrow Foundation, and helping to feed the community.

Joining Burrow in the "Guinness Gives Back" initiative is Hall of Famer and former Fighting Irish quarterback Joe Montana, who has been working with the brand since 2020. Montana has appeared in several Guinness TV spots and has lent his support to the brand's community outreach efforts.

"Burrow is a talent on the field — and it's been fun to watch what he's been able to accomplish so early in his career," Montana said. "But it's also inspiring to see what he's doing off the field by giving back and investing his time for good causes. I'm looking forward to working with Joe and Guinness to help spread the message and encourage others to give their time to their communities for those in need."

Joe Montana features in a Guinness TV spot called 'Smooth As Velvet'

Joe Montana, the Hall of Fame NFL quarterback, has been the spokesperson and face of Guinness since 2020. He has featured in several of their TV spots, including 'Smooth As Velvet', which aired during the Super Bowl in 2021.

In the 'Smooth As Velvet' advert, Montana is seen sitting at a bar with a pint of Guinness. One of the men sitting with him asks what Guinness tastes like, to which Montana replies that it is "light on its feet and smooth as velvet". The man then comments that this description could apply to Montana's playing days. The advert also includes a cover of the 1999 song "Praise You".

Montana has also appeared in other Guinness TV spots, including 'To the Kickoff' and 'Ball & Pint', as well as ads for the brand's non-alcoholic beer, Guinness 0.

Montana's partnership with Guinness extends beyond advertising. He has been involved in the brand's "Guinness Gives Back" initiative, which focuses on giving back to the community and fighting food insecurity. As part of this initiative, Guinness has baked and donated bread to local communities and contributed millions of dollars to communities in need.

Frequently asked questions