Honouring the communities, volunteers and traditions that make Boxing Day one of football’s biggest moments.
This Boxing Day, Guinness is backing non-league football by making 10,000 pints available at local grounds across the UK.
Boxing Day fixtures have been a cherished tradition of British football fans since the late 19th century, with matches recorded as far back as the 1880s. Today, the tradition still stands strong. For smaller clubs, these festive fixtures aren’t just part of the calendar, they’re season-defining moments, often delivering the biggest crowds, providing a real sense of togetherness - and a crucial boost to matchday income.
To celebrate the occasion, Guinness sent chanting carollers - local supporters performing club classics with a festive twist - to surprise fans at two non-league grounds: Scunthorpe United and Uxbridge FC. From the clubhouse to the stands, Scunthorpe’s “Sing Your Hearts Out” and Uxbridge’s “We Are The Reds” were transformed into seasonal anthems, catching fans off guard before they happily joined in.
As part of the wider activation, this Boxing Day, supporters at non-league clubs across the country can enjoy a free pint of Guinness or Guinness 0.0 at their local ground. Fans can check to see if the offer is available with their club and redeem their pint by visiting redemptions.fanzo.com/Guinness-Boxing-Day
And if the free pints aren’t enough, fans at Scunthorpe got another surprise: England legend, two-time Ballon d’Or winner and one of the most influential figures in modern British football, Kevin Keegan, returned to the club where his career first began. He jumped behind the bar, poured pints and spent time with supporters, championing the importance of non-league football.
Keegan said: “Scunthorpe was my first club, so coming back here really brings home what makes non-league football so special. Boxing Day is a huge day for these clubs - big crowds, big atmosphere and real community spirit. Being back on the terraces, sharing a pint with the fans, felt like being right back where it all began for me.”
Deb Caldow, Guinness Marketing Director,says: “Boxing Day football is one of the great traditions in British Football culture, but it only comes to life because of the people who keep their local clubs going. Non-league football is built on volunteers opening the gates, running the clubhouses, marking out the pitches and creating those matchday moments that bring whole communities together.”
“This year, we wanted to raise a pint to that spirit and bring some festive cheer to the fans and volunteers who make football what it is. ”
This Boxing Day, supporters at non-league clubs across the country can enjoy a free pint of Guinness or Guinness 0.0 at their local ground. Fans can check to see if the offer is available with their club and redeem their pint by visiting https://redemptions.fanzo.com/Guinness-Boxing-Day
