Jameson Scores Major Partnership Deal with MLS

In a significant move that aligns with soccer's growing popularity in North America, Jameson Irish Whiskey has secured a multi-year partnership with Major League Soccer, marking the brand's largest sports partnership in the US market to date.
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Jameson Irish Whiskey announces landmark partnership with Major League Soccer, becoming the league’s official whiskey partner.

Jameson Irish Whiskey is making a bold move into American soccer, announcing a comprehensive multi-year partnership with Major League Soccer (MLS) that establishes the brand as the official whiskey of the league.

The partnership represents Jameson’s largest league-wide sports deal in the United States to date, building on its existing relationship with the English Football League (EFL).

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“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 of Pernod Ricard North America.

Expanded Club Presence

Through parent company Pernod Ricard North America, Jameson will serve as the official whiskey sponsor for six MLS clubs: Chicago Fire FC, Houston Dynamo FC, LA Galaxy, New York City FC, Orlando City SC, and San Diego FC.

The partnership includes extensive integration into national broadcasts on MLS Season Pass and Fox, along with in-stadium promotions and marketing campaigns. Fans can expect content series opportunities and experiential activations throughout the season.

Strategic Timing

The deal comes as soccer’s popularity continues to surge in North America. The United States is set to host several major tournaments, including the 2026 World Cup, the 2024 Concacaf Gold Cup, and the 2024 FIFA Club World Cup.

“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 partnership will also feature prominently in the MLS All-Star Game festivities, with Jameson presenting the All-Star Gameday Hospitality event. Additionally, the brand will play a role in MLS Cup championship celebrations.

The Whiskey Wash Team

The Whiskey Wash Team brings together certified spirits specialists, industry experts, and passionate whiskey writers delivering authoritative coverage of the global whiskey landscape. With deep expertise in bourbon, Scotch, Japanese whisky, and emerging world expressions, the team combines technical knowledge with engaging storytelling. Through news, reviews, and in-depth features, we help both newcomers and connoisseurs navigate the complex world of whiskey, sharing the heritage, innovation, and craftsmanship that makes each bottle unique. Our mission is to inform, educate, and build community through trustworthy, accessible content that serves whiskey enthusiasts worldwide.

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