Jameson Becomes The Official Whiskey Of Major League Soccer

Jameson Irish Whiskey and Major League Soccer (MLS) have announced a multi-year North American partnership in which Jameson will become the official whiskey of MLS and the MLS All-Star Gameday Hospitality. 
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Jameson Irish Whiskey and Major League Soccer (MLS) have announced a multi-year North American partnership in which Jameson will become the official whiskey of MLS and the MLS All-Star Gameday Hospitality. 

The partnership is a continuation of the brand’s “Must be a Jameson” campaign, and aims to engage with soccer fans across North America. It also follows the launch of a new Jameson Black Barrel campaign featuring Aaron Taylor-Johnson. 

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What Can We Expect From The Jameson x MLS Partnership? 

The Jameson x MLS partnership promises a dynamic integration across various platforms and events. Fans can expect Jameson to feature prominently in national broadcasts on MLS Season Pass and FOX, as well as in-stadium promotions that elevate the matchday experience. The collaboration will extend to innovative digital and out-of-home marketing campaigns, including exclusive content series and engaging on-site experiences.

A major highlight will be Jameson’s strong presence at the MLS All-Star Game, where the brand will sponsor the MLS All-Star Gameday Hospitality, providing fans with premium experiences. Additionally, Pernod Ricard North America will leverage this partnership to showcase its extensive portfolio during the MLS Cup champion’s celebrations. 

“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,” said Conor McQuaid, Chairman and CEO Pernod Ricard North America. “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.”

Additionally, Jameson has also become the official sponsor of six MLS clubs: Chicago Fire FC, Houston Dynamo FC, LA Galaxy, New York City FC, Orlando City FC, and San Diego FC. 

“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,” said Gary Stevenson, Deputy Commissioner of MLS and President of Soccer United Marketing.

The Future of Major League Soccer

The announcement of the partnership between MLS and Pernod Ricard North America comes at a transformative time for soccer in North America. As MLS celebrates its record-breaking 29th season and the continued success of the MLS Season Pass on Apple TV, the sport is gaining unprecedented momentum.

Looking ahead, North America is set to host major events like the 2025 Concacaf Gold Cup, the 2025 FIFA Club World Cup, and the highly anticipated 2026 FIFA World Cup across the U.S., Canada, and Mexico.

Beth Squires

Beth Squires joined Mark Littler Ltd full-time in October 2020 after completing her university degree in English Literature. Since then, she has acquired extensive knowledge about all aspects of whisk(e)y and now holds the position of Deputy Editor at The Whiskey Wash. Beth is passionate about history, industry innovation, marketing, and sustainability. With a special fondness for independently bottled rare scotch, Beth also serves as a whisky bottle investment specialist.

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