Jameson Kicks Over to Sports as NFL Official Spirits Sponsor

Jameson has announced a multiyear partnership with the National Football League (NFL) as its Official Spirits Sponsor. 

This comes as part of a strategic push into sports fandom for the brand, which signed a major multi-year partnership designating it as the Official Whiskey of Major League Soccer in late 2024.

By partnering with the NFL, Jameson will receive exclusive marketing rights and designation across the season. This includes a role as the Presenting Sponsor at the Super Bowl Tailgate Concert and the introduction of custom, on-site fan engagements and branded bar spaces.

“Football is a sport driven by passion, ritual and unforgettable community connections – values that lie at the very heart of Jameson,” says Colin Kavanagh, Chief Marketing Officer of Jameson parent company 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 neighbourhood 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.”

The NFL-Jameson partnership

The partnership between Jameson and the NFL will be promoted across broadcast, digital and social platforms, with the brand planning to use footage in partnership with NFL films to deliver storytelling that has been designed specifically for modern football fans. 

It will also support the expansion and growth of some of the NFL’s localised fan opportunities and team partnerships – with dedicated neighbourhood activations in some of its key markets, such as the Arizona Cardinals, Green Bay Packers, Philadelphia Eagles and New York Giants. 

“We are incredibly excited to welcome Jameson into the NFL family as our Official Spirits Sponsor,” says Renie Anderson, EVP & 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. 

“From the excitement and energy of the Super Bowl to the global reach of our International Games, this partnership will help connect fans and create new experiences all around the world.”

Outside of domestic events, Jameson will serve as an official sponsor across four NFL international games per year – where the company says it will deliver “premium” on site activations and “elite” hospitality footprints” to engage with a growing international fanbase. 

NFL's leading partnerships

The NFL has made several landmark partnerships in recent years – including a multi-year partnership with Novartis, launched in 2025. 

This made Novartis the first-in-category corporate pharmaceutical partner of the NFL, with aims to encourage football fans to make more proactive decisions around their health. 

This can most notably be seen in Novartis’ ‘Relax your Tight End campaign, officially broadcast at the Super Bowl LX in 2026. Starring tight ends Rob Gronkowski, Tony Gonzalez and George Kittle, as well as former Super Bowl-winning coach and prostate-cancer survivor Bruce Adams, the campaign was created to encourage men to get prostate cancer screenings. 

“The phrase 'clenching your tight end' came up in some of the research, and it just naturally led to the execution,” Gail Horwood, Chief Marketing Officer of Novartis, said of the campaign. 

In June, the campaign won the Cannes Lions Pharma Grand Prix.