Jameson partners with CF Montréal
Pernod Ricard-owned Jameson Irish Whiskey has added CF Montréal to its roster of Major League Soccer (MLS) partnerships.
Jameson currently has a multi-year deal with the North American soccer league, signed in December 2024. The brand is also the official whiskey sponsor of US-based clubs Chicago Fire FC, Houston Dynamo FC, LA Galaxy, New York City FC, Orlando City SC, and San Diego FC.
Now expanding to Canada, Jameson’s presence with CF Montréal as its ‘official whiskey’ will see the brand bring curated hospitality spaces, ‘impactful’ in-stadium branding, and immersive fan experiences to the team’s stadium, Stade Saputo.
Fans will also be able to experience the brand’s Must Be a Jameson platform, with Montréal cited for seeing growing momentum and cultural relevance in the sport, and Canada being one of three host nations for the upcoming 2026 Fifa World Cup, which will take place in June.
Maura Cowan, vice-president of marketing for Corby Spirit and Wine, said: “Soccer has an incredible way of uniting people, and nowhere is that more true than here in Montréal. From the energy in the stands to the pride that extends across the city, the culture around this club is special.
“Jameson is honoured to be part of that story, and this partnership allows us to celebrate Montréal’s vibrant soccer culture, invest in experiences that bring fans and communities together, and proudly showcase the spirit that defines Jameson around the world.”
As Pernod Ricard’s Canadian affiliate, Corby Spirit and Wine represents the French firm’s international brands in the market, which include Jameson.
Éric Nadeau, vice-president and chief revenue officer of CF Montréal, added: “Our club is built on values of inclusion, community, and passion, and we are continuously seeking partners who share that vision.
“Together with Jameson, we look forward to creating memorable experiences for our fans, supporting the growth of soccer in our city, and continuing to strengthen the unique bond between Montréal and the beautiful game.”
The 2026 Major League season starts this week (21 February) and will run until November, with a six-week gap from late May until July for the World Cup.
Jameson noted the World Cup is set to ‘capture unprecedented national attention’, especially in Canada as a host nation, ‘creating a powerful foundation for this partnership and the experiences it will deliver to fans’.
Jameson’s ties to football extend across the pond to the UK, where the whiskey brand has an ongoing partnership with the English Football League (EFL) through to the 2026/27 season.
In January, Pernod Ricard commenced its business restructure, which split its portfolio into divisions: aged spirits (Gold) and unaged spirits (Crystal). Jameson is part of the Gold Unit, under Irish Distillers’ portfolio of Irish whiskeys.
In Pernod Ricard’s financial results for the first half of its 2026 fiscal year, announced yesterday (19 February), Jameson’s sales declined by 7% despite gains in India and Germany.
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