Pernod Ricard-owned Jameson Irish whiskey has been named the official spirits sponsor of the National Football League (NFL).
The multi-year agreement will position Jameson at the centre of the NFL season, which starts in September.
Diageo previously held the title since 2021.
The brand will feature at key events such as the Draft, Super Bowl and international games.
The partnership includes official global league rights (excluding Brazil and Mexico) and will see Jameson serve as an official sponsor for four of the international games each year. The league continues to expand beyond the US with nine games to be played across seven countries.
Furthermore, Jameson will be the ‘presenting sponsor’ of the Super Bowl Tailgate Concert.
“American football brings people together through a shared passion for the game and the moments of connection that surround it,” said Jennifer English, Jameson’s global brand vice-president. “At Jameson, smoothness has always been more than what’s in the glass; it’s a way of bringing people together. From game-day traditions to gathering with friends, those moments of connection are at the heart of our brand.”
Jameson’s activities will extend across the league, fostering growth for teams such as the Arizona Cardinals, Baltimore Ravens, Green Bay Packers, Minnesota Vikings, New York Giants, New York Jets, Philadelphia Eagles and Tampa Bay Buccaneers.
Initiatives will include localised fan opportunities, match-day cocktail recipes, co-branded consumer sweepstakes and dedicated neighbourhood activations.
Renie Anderson, EVP and chief revenue officer of the NFL, added: “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 American football, Jameson also has partnerships with Major League Soccer (MLS) and the English Football League (EFL).
Jameson is the world’s biggest-selling Irish whiskey and third-largest world whisky, according to data provided to The Brand Champions 2026 report.
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