The English Football League (EFL) has announced a multi-year sponsorship deal with an Irish whiskey brand, Jameson.
Jameson’s four-year agreement will emphasize the whisky giant’s commitment to football throughout the EFL’s three divisions through the conclusion of the 2026/27 season.
The collaboration with the EFL marks Jameson’s first venture into English professional football, and it expands on the brand’s engagement in the grassroots football arena, which includes its ongoing statewide sponsorship of Powerleague, the UK’s largest small-sided field provider.
As the official partner of EFL, Jameson will have a substantial presence throughout the Sky Bet Championship, League One, and League Two, in addition to the EFL’s five Wembley finals. The brand will also be present on the EFL website, as well as digital and social media outlets.
Jameson will use EFL inventory to improve drinking messaging and make certain that the collaboration is promoted appropriately and in accordance with Portman Group partnership criteria.
Ben Wright, Chief Commercial Officer of the EFL, said, “We’re pleased to welcome a global brand with the history and prestige of Jameson as an Official Partner, highlighting an ever-growing interest in the EFL and our competitions. As we get ready to kick off another exciting EFL season in less than a month’s time, Jameson’s investment into the 72 Clubs demonstrates the brand’s commitment to supporting football across England and Wales. It was clear early on in our discussions with Jameson that there was a shared passion for the game, and we look forward to developing the partnership over the four-year period.”
Leanne Banks, Marketing Director at Pernod Ricard UK, said, “Football brings people together in so many ways and building on Jameson’s existing partnerships within the grassroots community, we’re excited to be supporting the EFL and its Member Clubs over the next four years. We both share a passion for football at every level, and what better way to celebrate this than by becoming an Official Partner of the EFL and demonstrating our support to fans of the game.”