Jameson has further strengthened its footprint in the global sports sponsorship landscape after being named the official spirits sponsor of the National Football League (NFL) through a new multi-year partnership, marking one of the most significant commercial agreements in the Irish whiskey brand’s history.
The deal sees Pernod Ricard-owned Jameson secure league-wide marketing rights across one of the world’s most valuable sporting properties, providing access to the NFL’s vast fan base through integrated campaigns spanning broadcast, digital, social media, retail and live-event activations. The partnership is designed to engage legal drinking-age consumers while positioning Jameson at the centre of the league’s year-round fan engagement strategy.
As part of the agreement, Jameson will launch a series of responsible-drinking initiatives, premium hospitality programmes and immersive fan experiences across key NFL moments, including the Super Bowl and the league’s expanding portfolio of International Games. The collaboration will also include co-branded marketing campaigns, exclusive content, retail promotions and experiential activations aimed at enhancing the gameday experience for fans worldwide.
Colin Kavanagh, Chief Marketing Officer of Pernod Ricard North America, said, “Football is a sport driven by passion, ritual, and unforgettable community connections—values that lie at the very heart of Jameson. 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 neighbourhood 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.”
Renie Anderson, EVP & Chief Revenue Officer of the NFL, added, “We are incredibly excited to welcome Jameson into the NFL family as our Official Spirits Sponsor. 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 agreement builds on Jameson’s broader strategy of leveraging sport as a global marketing platform. Over recent years, the whiskey brand has expanded its football portfolio through partnerships with Major League Soccer (MLS) and the English Football League (EFL), alongside collaborations with clubs, athletes and creators that have strengthened its presence among younger adult consumers.
For the NFL, the addition of Jameson further enhances one of the most valuable sponsorship portfolios in global sport, as the league continues to attract premium international brands seeking year-round engagement with its rapidly expanding fan base. The partnership also underscores the NFL’s continued focus on delivering integrated commercial programmes that combine live experiences, digital storytelling and retail activation to drive value for both partners and supporters.
