Jameson, NFL Partner
Jameson Irish Whiskey Becomes NFL's Official Spirits Sponsor, Expanding Global Fan Engagement
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Jameson Irish Whiskey has signed a multiyear deal with the National Football League to become the NFL's Official Spirits Sponsor, according to Brantford Expositor. The partnership makes Jameson — the world's number one Irish whiskey brand and a top 10 international spirits brand — the official whiskey of America's most-watched sports league.
The deal gives Jameson rights across the NFL's global footprint, covering four NFL International Games each year, The Whig reported. Brazil and Mexico are excluded from the global rights agreement.
Jameson Takes Center Stage at Super Bowl Tailgate
One of the biggest pieces of the deal puts Jameson front and center at the Super Bowl. The brand will serve as Presenting Sponsor of the Super Bowl Tailgate Concert, according to The Observer. The tailgate concert is one of the most-watched pre-game events of the entire NFL season.
Beyond the Super Bowl, Jameson will create fan-friendly spaces at key NFL league events throughout the year, County Market reported. The goal is to build a welcoming atmosphere for football fans wherever the NFL goes.
Global NFL Games Bring Jameson to International Fans
The deal extends well beyond US borders. Jameson will hold official global league rights for four NFL International Games each season, according to Cochrane Times Post. These games are played outside the United States and draw massive audiences across Europe and beyond.
Brazil and Mexico are carved out of the agreement, meaning Jameson's global rights apply to all other international markets. The NFL has been aggressively expanding its international presence in recent years, making this deal a major step for Jameson's global reach.
Deal Strengthens Jameson's Existing NFL Team Ties
The league-wide partnership is also designed to build on partnerships Jameson already has with individual NFL teams, The Whig reported. The new deal is expected to help grow those team-level deals in key markets around the world.
Jameson already has deep roots in American sports fan culture. Adding an official NFL league sponsorship puts the brand in front of more than 100 million viewers who tune in to NFL games each season — a massive opportunity for the Irish whiskey giant.
What This Means for Spirits Brands Chasing NFL Deals
The NFL has become one of the most valuable sponsorship platforms in global sports. Adding an official spirits category sponsor is a significant move for the league. Jameson's parent company, Pernod Ricard, is one of the largest spirits companies in the world, giving the partnership major financial backing.
For Jameson, the NFL deal is a chance to reach younger legal-drinking-age consumers in a big way. Football is the most-watched sport in the United States, and the NFL's international games give Jameson a direct path to fans in Europe and other growing markets, according to County Market.
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