Jameson Irish Whiskey has signed a multiyear deal to become the Official Spirits Sponsor of the National Football League (NFL). The partnership begins this autumn and will feature the brand at major events including the Super Bowl, the NFL Draft, and International Games worldwide.
The Pernod Ricard-owned brand, described as the world’s number-one Irish whiskey, will appear at some of the NFL’s biggest occasions across the season, also serving as Presenting Sponsor of the Super Bowl Tailgate Concert, aligning the brand with one of the sport’s best-known pre-game traditions.
Across the US, the whiskey will feature at the Super Bowl Experience, the NFL Draft, and other league events.
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READ THE STORY“American football brings people together through a shared passion for the game and the moments of connection that surround it,” said Jennifer English, global brand vice president of Jameson. “At Jameson, smoothness has always been more than what’s in the glass, it’s a way of bringing people together,” she added. “That’s why we’re excited to partner with the NFL as Official Spirits Sponsor, helping fans connect and create memorable experiences throughout the season.”
The agreement secures official global league rights, excluding Brazil and Mexico.
The NFL is set to play a record-breaking nine games across four continents, seven countries, and eight stadiums. Jameson will act as an official sponsor at four of the NFL International Games each year.
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“We are incredibly excited to welcome Jameson into the NFL family as our Official Spirits Sponsor,” said Renie Anderson, executive vice president and chief revenue officer of the NFL. “Jameson is a world-class brand known for bringing people together, making them the perfect partner to enrich our fan engagement.”
The deal will extend across broadcast, digital, and social channels, using custom media integration and footage produced with NFL Films.
Team-level partnerships will also grow through the agreement, spanning franchises including the Arizona Cardinals, Baltimore Ravens, Green Bay Packers, Minnesota Vikings, New York Giants, New York Jets, Philadelphia Eagles, and Tampa Bay Buccaneers.
These will anchor localized fan opportunities, co-branded consumer sweepstakes, and neighborhood activations in key markets. The move builds on Jameson’s wider sports strategy, which includes existing football-related activations across international markets.
