Jameson Irish Whiskey has secured a multiyear partnership as the National Football League's official spirits sponsor, marking a significant expansion into sports marketing for the world's largest Irish whiskey brand. The deal grants Jameson exclusive marketing rights across the league's major events, with the brand serving as presenting sponsor of the Super Bowl Tailgate Concert and presenting custom fan experiences at the Super Bowl Experience festival, the NFL Draft, and throughout the season. The partnership carries global scope, securing official rights across all markets except Brazil and Mexico. Jameson will activate as a sponsor of four NFL International Games annually as the league plays a record nine games across four continents, seven countries, and eight stadiums. "Football is a sport driven by passion, ritual, and unforgettable community connections—values that lie at the very heart of Jameson," said Colin Kavanagh, Chief Marketing Officer of Pernod Ricard North America. "As the league's popularity continues to expand globally, we're thrilled to step in as the Official Spirits Sponsor of the NFL. Whether you're raising a glass at a hometown tailgate, watching from a local neighborhood bar, or tuning in from across the globe, Jameson is proud to elevate the fan experience and toast to every major moment of the season." "We are incredibly excited to welcome Jameson into the NFL family as our Official Spirits Sponsor," said Renie Anderson, EVP & Chief Revenue Officer of the NFL. "Jameson is a world-class brand known for bringing people together, making them the perfect partner to enrich our fan engagement. From the excitement and energy of the Super Bowl to the global reach of our International Games, this partnership will help connect fans and create new experiences all around the world."
Activation Strategy Jameson will deploy in-stadium ribbon boards, pitch-side LED placements, and premium hospitality at international venues. The brand will also integrate across NFL broadcast, digital, and social channels with custom media featuring NFL Films footage designed for modern fans. Team-level partnerships anchor activations in eight markets: Arizona Cardinals, Baltimore Ravens, Green Bay Packers, Minnesota Vikings, New York Giants, New York Jets, Philadelphia Eagles, and Tampa Bay Buccaneers. Locally focused consumer sweepstakes, co-branded offers, and neighborhood events will drive engagement. Fans can access premium ticket packages, stadium tours, and custom hospitality experiences through sweepstakes tied to the NFL Combine, Draft, and Super Bowl.
Why It Matters
For on-premise operators, this partnership signals increased Jameson visibility and co-marketing support throughout the NFL season, likely boosting product placement opportunities and driving promotional tie-ins during gameday service. The brand's focus on "neighborhood bars" as a key viewing location underscores its targeting of sports-focused hospitality venues.
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Written by FBM Publications Editors
