The Major League Soccer (MLS), the football competition, has announced a multi-year North American pact with the Irish whiskey brand, Jameson.
The agreement has enabled Jameson to be the official Whiskey of MLS and the MLS All-Star Gameday Hospitality. As per the brand, the whiskey brand will utilise this new arrangement to cater to soccer fans throughout North America.
The partnership has allowed Jameson to be featured on the national broadcasts on MLS Season Pass and Fox, along with the in-stadium promotions. The two parties involved will team up on several digital and out-of-home marketing campaigns, including on-site fan experiences and content creation. In this collaboration, Jameson will also enjoy exposure at the MLS All-Star game in the upcoming years.
Conor McQuaid, Chairman and CEO Pernod Ricard North America, said, “This league sponsorship is a first-of-its-kind partnership for Pernod Ricard North America, and a tremendous opportunity for Jameson to continue connecting with the region’s deep rooted and engaged sports culture. Soccer is skyrocketing in North America, and the MLS community has some of the most energetic fans. We can all relate to that feeling of a shared connection and camaraderie and can’t think of a better partner to bring the warm and welcoming Jameson spirit to fans.”
Gary Stevenson, Deputy Commissioner of MLS and President of Soccer United Marketing, said, “During this significant period of growth for the sport of soccer, Major League Soccer is proud to partner with Pernod Ricard North America to showcase the Jameson brand.”
Jameson’s parent company, Pernod Ricard North America, also inked deals with Chicago Fire FC, LA Galaxy, Houston Dynamo FC, San Diego FC, Orlando City SC and New York City FC. The above-mentioned partnerships made Jameson the official whiskey of the teams and enabled the brand to do social media collaborations, local community engagement initiatives, custom content and more.
Jameson, a blended Irish whiskey produced by the Irish Distillers, was founded in 1780. The whiskey is currently distilled at Country Cork’s New Midleton Distillery.