The NFL Names Jameson Its Official Spirits Sponsor in Landmark Multiyear Deal
SPORTS
The world’s leading Irish Whiskey celebrates football, friendship and elevated gameday rituals.
Jameson, the world’s No. 1 Irish whiskey, has officially announced a multiyear partnership with the National Football League (NFL), becoming the league’s Official Spirits Sponsor. The collaboration marks a major expansion of Jameson’s cultural commitment to sports fandom, positioning the brand at the center of America’s most‑watched sport.
Major Step Into Football Culture
Beginning this fall, Jameson will bring its signature smoothness to millions of football fans as they gather in neighborhood bars, tailgates, and living rooms across the country. The partnership gives Jameson exclusive marketing rights across the NFL’s most prominent events, embedding the brand directly into the rituals that define football culture.
Colin Kavanagh, Chief Marketing Officer of Pernod Ricard North America, emphasized the alignment between the two brands:
“Football is driven by passion, ritual, and unforgettable community connections, values at the very heart of Jameson.”
Front‑and‑Center at Marquee NFL Events
As part of the agreement, Jameson will take on several high‑visibility roles throughout the season:
Presenting Sponsor of the Super Bowl Tailgate Concert, one of the most iconic pre‑game rituals in sports.
Custom fan engagements and branded bar spaces at the Super Bowl Experience fan festival.
Premium activations at the NFL Draft and other key league moments throughout the year.
These integrations ensure Jameson is not just present, but central, to the fan experience at the NFL’s biggest celebrations.
Global Partnership With International Reach
The multiyear agreement extends far beyond U.S. stadiums. Jameson has secured official global league rights, excluding Brazil and Mexico, allowing the brand to activate across the NFL’s rapidly expanding international footprint.
With the NFL set to play a record‑breaking nine international games across four continents, seven countries, and eight stadiums, Jameson will serve as an official sponsor at four of these global matchups each year. Fans worldwide will see Jameson featured through:
In‑stadium ribbon boards
Pitch‑side LED displays
Premium hospitality spaces
On‑site experiential activations
Renie Anderson, EVP & Chief Revenue Officer of the NFL, celebrated the partnership:
“Jameson is a world‑class brand known for bringing people together,the perfect partner to enrich our fan engagement.”
Elevating Gameday Rituals Everywhere
Jameson’s brand ethos, smoothness, connection, and shared moments, aligns seamlessly with football’s community‑driven culture. Whether fans are raising a glass at a hometown tailgate, gathering at a local bar, or tuning in from across the globe, Jameson aims to elevate every gameday ritual.
The partnership signals a new era in NFL fan engagement, where premium spirits and premium experiences come together to celebrate the passion of football.
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