Major League Soccer (MLS) has teamed up with Jameson in a multi-year North American partnership, designating the world’s No. 1 Irish whiskey as the Official Whiskey of MLS and the MLS All-Star Gameday Hospitality. This collaboration strengthens Jameson’s "Must Be a Jameson" campaign, connecting soccer fans across the continent with their shared passions and camaraderie.
As part of the agreement, Jameson will integrate its brand into national MLS broadcasts on MLS Season Pass and FOX, as well as in-stadium promotions. The partnership includes digital and out-of-home marketing campaigns, a content series, and memorable on-site experiences designed to deepen fan engagement.
Celebrating Soccer with Jameson
Jameson will also sponsor the MLS All-Star Gameday Hospitality, solidifying its presence at one of the league’s premier events. Pernod Ricard North America, Jameson’s parent company, will further showcase its portfolio during MLS Cup champion celebrations.
"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. "Soccer is skyrocketing in North America, and the MLS community has some of the most energetic fans. We can all relate to that feeling of shared connection and camaraderie and can't think of a better partner to bring the warm and welcoming Jameson spirit to fans."
Expanding Local Engagement
In addition to the league-wide sponsorship, Jameson has secured partnerships with six MLS clubs:
- Chicago Fire FC
- Houston Dynamo FC
- LA Galaxy
- New York City FC
- Orlando City SC
- San Diego FC
These collaborations will include in-stadium branding, local community initiatives, matchday activations, select player appearances, social media campaigns, and custom content creation.
"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.
Soccer’s Growing Momentum
This announcement comes at an exciting time for soccer in North America. MLS is celebrating its 29th record-breaking season and the second year of MLS Season Pass on Apple TV. The continent will also host major international tournaments in the coming years, including the 2025 Concacaf Gold Cup, 2025 FIFA Club World Cup, and the 2026 FIFA World Cup across the U.S., Canada, and Mexico.
With this partnership, Jameson is set to play a central role in uniting soccer fans and creating unforgettable moments within the MLS community.
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