American football arrives in Ireland this month, and Jameson Irish Whiskey has positioned itself at the center of the action. The world’s number one Irish whiskey brand has launched a new marketing campaign declaring itself the “Unofficial Whiskey for Football Fans” ahead of the first professional American football game on Irish soil on September 28th.
The brand has planned viewing parties, limited-edition merchandise, and a football-shaped flask to mark the historic game. The campaign runs through November 2nd and includes partnerships with the Minnesota Vikings, Complex Media, and ESPN.
Jameson Rolls Out ‘Unofficial Whiskey for Football Fans’ Events
The whiskey brand has organized events in both Dublin and the United States for the September 28th game. Jameson will host viewing parties at its Bow Street Distillery in Dublin and in Minneapolis, Minnesota, home of the Vikings, one of the teams playing in Ireland.
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READ THE STORYFans wearing American football gear can receive merchandise packs at the Bow Street Distillery on September 27th and 28th. The first 100 visitors each day will receive the promotional items.
Complex will produce “tailgating” events in New York City on game day and in Los Angeles at a later date. These events will feature cocktails, food, entertainment, and exclusive merchandise.
Jameson will also become the first spirits brand to advertise during a live ESPN SportsCenter broadcast before the Dublin game.
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“Jameson has always stood shoulder to shoulder with the fans, and that’s why we are excited to declare ourselves the ‘Unofficial Whiskey for Football Fans’ this season and to finally celebrate American football in Dublin,” said Valeria Catterini, Senior Brand Director at Pernod Ricard USA. “After two years, we can’t wait for fans to experience Irish hospitality firsthand as we toast to the game that the fans helped make happen.”
Football Flask Headlines Jameson’s Unofficial Whiskey Campaign
The centerpiece of the campaign is a limited-edition Jameson Football Flask. The regulation-sized football can hold a 750ml bottle of whiskey and will be available starting September 25th on ReserveBar.com.
The football flask and a bottle of Jameson will retail for $109.99 plus tax and shipping within the continental United States.
Jameson has also partnered with Uber Eats to offer 15% discounts on its whiskey every Sunday in September and October.
The campaign represents Jameson’s latest effort to connect with American sports fans. The brand spent two years advocating for professional football to come to Dublin.
The September 28th game marks a significant milestone for both American football’s international expansion and Dublin’s sporting calendar. Jameson’s campaign attempts to bridge Irish and American sporting cultures through shared fan experiences and the universal appeal of whiskey.
