Jameson becomes EFL’s official sponsor

Pernod Ricard-owned Jameson Irish whiskey has been selected as the official partner of the English Football League (EFL) through to the 2026/27 season.

The partnership is intended to build on Jameson’s work within the ‘grassroots football space’, following its sponsorship of pitch provider Powerleague.

Leanne Banks, marketing director at Pernod Ricard UK, said: “Football brings people together in so many ways and building on Jameson’s existing partnerships within the grassroots community, we’re excited to be supporting the EFL and its member clubs over the next four years.

“We both share a passion for football at every level, and what better way to celebrate this than by becoming an official partner of the EFL and demonstrating our support to fans of the game.”

The unveiling of the partnership was supported by a number of figures at a gameshow event at the Classic Football Shirts venue in London.

These included: former footballer and Sky Sports presenter David Prutton; former Wycombe Wanderers striker, Adebayo Akinfenwa; and former Coventry City, Aston Villa; Leeds United fan, Maisie Adam; and Cambridge United striker Dion Dublin.

The partnership marks Jameson’s first foray into English professional football. Jameson will have a ‘strong presence’ with all 72 member clubs of the premier league, across the Sky Bet Championship, League One and League Two, along with the EFL’s five Wembley finals.

Jameson will be visible on assets such as pitch-side screens, delivering ‘responsible drinking’ messages. Additionally, the brand will have a presence on the EFL website, digital and social media channels.

Ben Wright, chief commercial officer of the EFL, said: “We’re pleased to welcome a global brand with the history and prestige of Jameson as an official partner, highlighting an ever-growing interest in the EFL and our competitions.

“As we get ready for another exciting EFL season kicking off next week, Jameson’s investment into the 72 clubs demonstrates the brand’s commitment to supporting football across England and Wales.

“It was clear early on in our discussions with Jameson that this long-term agreement highlights our shared passion for the game and we look forward to developing the partnership over the four-year period.”

Jameson recently teamed up with workwear brand Dickies to launch the Crafted Together campaign.