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Jameson makes MLS play
Irish whiskey brand Jameson has announced a new football partnership across the pond.
The brand is already a partner of the English Football League (EFL) and has now set its sights on capturing the beautiful game in the US, thanks to a multi-year deal with Major League Soccer (MLS).
MLS is North America’s top football division and Jameson noted that the partnership is its most significant and sizable league-wide sports deal in the US to date. The brand will serve as the official whiskey of the league and of MLS All-Star Gameday Hospitality.
The brand will use the partnership to engage and connect with soccer fans across North America, and integrate itself into national broadcasts on MLS Season Pass and Fox, as well as featuring throughout in-stadium promotions. Fans can expect out-of-home marketing campaigns, in-stadium promotions, content series opportunities and ‘buzzworthy’ on-site experiences.
Additionally, through Pernod Ricard North America, Jameson will be the official whiskey sponsor of six MLS clubs, including Chicago Fire FC, Houston Dynamo FC, LA Galaxy, New York City FC, Orlando City SC and San Diego FC.
It will also have a strong presence at the MLS All-Star Game in coming years and will sponsor the MLS All-Star Gameday Hospitality presented by Jameson. Moreover, Pernod Ricard North America said it will have the opportunity to showcase its portfolio as part of the MLS Cup champion’s celebrations.
Conor McQuaid, chairman and CEO of Pernod Ricard North America, commented: “This league sponsorship is a first-of-its-kind partnership for Pernod Ricard North America, and a tremendous opportunity for Jameson to continue connecting with the region’s deep-rooted and engaged sports culture.
“Soccer is skyrocketing in North America, and the MLS community has some of the most energetic fans. We can all relate to that feeling of a shared connection and camaraderie and can’t think of a better partner to bring the warm and welcoming Jameson spirit to fans.”
The move into the MLS comes at a good time for the sport in the US, with momentum building as a host of international tournaments are set to take place in the country. Along with the World Cup in 2026, the Concacaf Gold Cup and the Fifa Club World Cup will both be hosted in the US next year.
Gary Stevenson, deputy commissioner of MLS and president of Soccer United Marketing, said: “During this significant period of growth for the sport of soccer, Major League Soccer is proud to partner with Pernod Ricard North America to showcase the Jameson brand.”
Jameson added that the partnership also marks a new chapter for its ‘Must be a Jameson’ campaign, which most recently called on actor Aaron Taylor-Johnson to star in an advert for its reimagined Black Barrel bottle.
Last month, we looked at the top 10 sports and spirits collaborations from 2024, as linkups become increasingly common.
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