Jameson announced a multiyear partnership designation as the Official Spirits Sponsor of the National Football League (NFL). The collaboration marks a major expansion of the brand’s cultural commitment to sports fandom. 

The global partnership gives Jameson exclusive marketing rights and designations across the league’s most prominent marquee events. Jameson will take center stage as the Presenting Sponsor of the high-profile Super Bowl Tailgate Concert, embedding the brand directly into the ultimate pre-game ritual of the world’s biggest sporting spectacle. 

Additionally, Jameson will introduce custom, on-site fan engagements and branded bar spaces at the interactive Super Bowl Experience fan festival, the NFL Draft, and key league moments throughout the year.

“Football is a sport driven by passion, ritual, and unforgettable community connections—values that lie at the very heart of Jameson,” Colin Kavanagh, Chief Marketing Officer of Pernod Ricard North America, said in a news release. “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.”

Beyond major domestic events, the multiyear agreement carries vast international implications, securing official global league rights (excluding Brazil and Mexico) to spread Jameson’s welcoming Irish spirit. With the NFL set to play a record-breaking nine games across four continents, seven countries, and eight stadiums, Jameson will serve as official sponsor across four NFL International Games per year, deploying premium on-site activations, in-stadium ribbon board features, pitch-side LED boards, and elite hospitality footprints to engage with growing international gridiron fanbases.

“We are incredibly excited to welcome Jameson into the NFL family as our Official Spirits Sponsor,” Renie Anderson, EVP & Chief Revenue Officer of the NFL, said. “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.”

The collaboration will also come to life across broadcast, digital, and social channels, utilizing custom media integration and footage in partnership with NFL Films to deliver storytelling designed specifically for the modern football fan. Furthermore, the league-wide partnership will foster the expansion and growth of existing NFL team partnerships—anchoring localized fan opportunities, co-branded consumer sweepstakes, and dedicated neighborhood activations directly within key markets including the Arizona Cardinals, Baltimore Ravens, Green Bay Packers, Minnesota Vikings, New York Giants, New York Jets, Philadelphia Eagles, and Tampa Bay Buccaneers.

Through premium ticket access packages, legendary behind-the-scenes stadium tours, and custom hospitality, Jameson is geared up to deliver unique consumer experiences across the NFL Combine, NFL Draft, and the Super Bowl via sweepstakes, ensuring the faithful fan is always positioned at the very center of the action.

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ABOUT JAMESON IRISH WHISKEY

Pernod Ricard USA is a premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world’s second largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI), and is part of the CAC 40 index. Pernod Ricard USA is headquartered in New York, New York, and has more than 1,000 employees across the country. For more information, visit: www.pernod-ricard-usa.com.