Jameson Irish Whiskey has unveiled “It’s What You Bring,” a new campaign platform tied to its role as the Official Whiskey of Major League Soccer, featuring global music star J Balvin and a limited-edition collaboration with Brooklyn-based fashion label KidSuper. The campaign launched on May 6, 2026, and will run throughout the MLS season and into the summer’s global soccer tournament.
J Balvin serves as the centerpiece of the initiative, appearing in a hero film that explores the intersection of music, culture, and soccer.
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Jameson has partnered with KidSuper founder and designer Colm Dillane to create a nine-piece capsule collection dropping May 8. The collection includes a signature track suit, soccer jerseys, ballcaps, a hoodie, and a t-shirt, blending Jameson’s 200-year heritage with KidSuper’s bold New York aesthetic. The pieces feature textiles, embellishments, and logos that pay homage to both Dillane’s and Jameson’s Irish roots.
Now in its second year as MLS’s Official Whiskey, Jameson is also releasing limited-edition bottles designed in partnership with four MLS clubs: Chicago Fire FC, LA Galaxy, New York City FC, and Orlando City SC. A national MLS-inspired bottle rounds out the collection. Each bottle draws from iconic club colors and crests.
The limited-edition bottles include a QR code linking to the Jameson Irish Whiskey Goal-Den Ticket Soccer Sweepstake, offering fans a chance to win a trip for two to Charlotte, North Carolina, for the MLS All-Star Game and other prizes. No purchase is necessary, and registration ends August 30, 2026.
Beyond product launches, Jameson plans fan activations across its MLS partner markets, including Chicago, Houston, Los Angeles, New York City, Orlando, and San Diego. Programming will include official watch parties with MLS club partners, in-stadium activations at select matches, and sampling events with limited-edition giveaways.
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The campaign launch coincides with rising anticipation ahead of this summer’s global soccer tournament. MLS will resume play July 16–17 during the tournament’s closing week, with six matchups airing across Apple TV and FOX.
Jameson holds the title of the world’s best-selling Irish whiskey, a category that has experienced significant growth in the U.S. market over the past decade. The brand’s parent company, Pernod Ricard, has increasingly invested in sports partnerships as a vehicle for reaching younger legal-drinking-age consumers.
Fans can visit the Jameson Soccer Hub and follow @JamesonUS for updates on the capsule collection, MLS team bottles, and upcoming fan activations throughout the season.
