The brand is marking the kickoff of the college football season by releasing a limited-edition Guinness Draught can, which features the Fighting Irish Football Leprechaun mark for the first time. The cans are currently hitting select markets, signaling a wider distribution strategy for the upcoming season.

Beyond the retail rollout, the partnership includes a continued collaboration with the Guinness Gives Back program. Montana, who has served as a brand ambassador for six years, will participate in community service initiatives and fan engagement events. Karissa Downer, Director of Guinness in the United States, noted that the collaboration remains a natural fit given the shared emphasis on legacy and community. For his part, Montana expressed his intent to reconnect with the Notre Dame fan base, citing the shared commitment to service and tradition that defines the partnership.