Jameson Announces Official Sponsorship of NFL
Jameson has unveiled a multiyear partnership with the NFL, becoming the official spirits sponsor of the league. This collaboration brings together the top Irish whiskey brand with the most popular sport in the U.S., as reported in a press release.
Replacing Diageo, Jameson takes on the role of the NFL’s official spirits sponsor. The brand will have exclusive marketing rights at major NFL events, including the Super Bowl Tailgate Concert and the NFL draft. In addition, Jameson will sponsor four NFL International Games annually and engage in various fan activations.
Colin Kavanagh, CMO of Pernod Ricard North America, expressed excitement about the partnership, emphasizing the shared values of passion, ritual, and community connections between football and Jameson. The brand aims to enhance the fan experience and celebrate memorable moments throughout the season.
Renie Anderson, executive vice president and chief revenue officer of the NFL, also shared enthusiasm for the collaboration, highlighting Jameson’s ability to bring people together and enhance fan engagement on a global scale.
Aside from its NFL partnership, Jameson has been actively involved in other sports initiatives, including partnerships with Major League Soccer and activations around international football events. The brand’s parent company, Pernod Ricard, recently reported a slight increase in organic net sales amidst challenging market conditions.
As the NFL expands its sponsorship roster, Jameson’s partnership marks another significant milestone in the league’s efforts to engage fans and create unique experiences. With the support of brands like Jameson, the NFL continues to strengthen its presence in the sports sponsorship landscape.