Jameson in Multi-Year Deal as Official Spirits Sponsor of NFL

Jameson has entered a major multiyear partnership as the Official Spirits Sponsor of the NFL, expanding its commitment to sports fandom and gameday rituals starting this fall.  

It will serve as presenting sponsor of the Super Bowl Tailgate Concern and will build custom fan experiences at the Super Bowl Experience, the NFL Draft, and key league moments year-round.

With official global rights (excl. Brazil and Mexico), Jameson will sponsor four NFL International Games annually across four continents, featuring pitch-side LED boards, stadium activations, and elite hospitality packages.  

Jameson will deepen ties with eight NFL franchises—the Arizona Cardinals, Baltimore Ravens, Green Bay Packers, Minnesota Vikings, New York Giants, New York Jets, Philadelphia Eagles, and Tampa Bay Buccaneers—through local bar takeovers, co-branded sweepstakes, and neighborhood activations.  

The brand will also rollout 20 unique sweepstakes experiences spanning the NFL Combine, NFL Draft, and Super Bowl, featuring premium ticket packages and behind-the-scenes stadium tours.

"Football is a sport driven by passion, ritual, and unforgettable community connections—values that lie at the very heart of Jameson," said Colin Kavanagh, Chief Marketing Officer of Pernod Ricard North America. "As the league’s popularity continues to expand globally, we’re thrilled to step in as the Official Spirits Sponsor of the NFL. Whether you’re raising a glass at a hometown tailgate, watching from a local neighborhood bar, or tuning in from across the globe, Jameson is proud to elevate the fan experience and toast to every major moment of the season."