Jameson named Official Spirits Sponsor of the NFL in new multiyear partnership

BALTIMORE (WBFF) — Jameson announced a new multiyear partnership with the NFL on Friday, making the Irish whiskey brand the league’s Official Spirits Sponsor.

The partnership builds on Jameson’s existing relationship with the Baltimore Ravens while broadening the brand’s involvement across the NFL through fan experiences, international games and marquee league events.

As part of the deal, Jameson will serve as the presenting sponsor of the Super Bowl Tailgate Concert and will host fan experiences at the Super Bowl Experience, the NFL Draft and other league events throughout the year.

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The partnership also gives Jameson official global rights, excluding Brazil and Mexico. The brand will sponsor four NFL International Games each year across four continents, featuring in-stadium LED signage, fan activations and hospitality experiences.

Fans will also have opportunities to win exclusive experiences through 20 sweepstakes tied to events including the NFL Combine, NFL Draft and Super Bowl. Prizes will include premium game tickets and behind-the-scenes stadium tours.

On the local level, Jameson is expanding partnerships with eight NFL teams: the Arizona Cardinals, Baltimore Ravens, Green Bay Packers, Minnesota Vikings, New York Giants, New York Jets, Philadelphia Eagles and Tampa Bay Buccaneers. The collaborations will include neighborhood events, bar takeovers and co-branded sweepstakes.

“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 statement. “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.”

NFL Executive Vice President and Chief Revenue Officer Renie Anderson said the partnership will help create new opportunities for fans.

“We are incredibly excited to welcome Jameson into the NFL family as our Official Spirits Sponsor,” Anderson 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.”