Jameson® Irish Whiskey Named Official Whiskey of Major League Soccer

Rhea-AI Summary

Jameson Irish Whiskey has announced a multi-year North American partnership with Major League Soccer (MLS), becoming the Official Whiskey of MLS and the MLS All-Star Gameday Hospitality. The partnership includes integration into national broadcasts on MLS Season Pass and FOX, in-stadium promotions, and digital marketing campaigns.

The agreement extends to six MLS clubs: Chicago Fire FC, Houston Dynamo FC, LA Galaxy, New York City FC, Orlando City SC, and San Diego FC. These club partnerships will feature in-stadium branding, community initiatives, player appearances, and social media collaborations.

The announcement comes during MLS's 29th season and ahead of major soccer events in North America, including the 2025 Concacaf Gold Cup, 2025 FIFA Club World Cup, and the 2026 FIFA World Cup.

Positive

• Strategic expansion into sports marketing through partnership with growing soccer market
• Broad exposure through national broadcasts and in-stadium promotions
• Multiple revenue channels through partnerships with six individual MLS clubs
• Integration with major sporting events through 2026

Negative

• None.

The iconic Jameson brand has entered a multi-year partnership with
Major League Soccer and six clubs across North America

NEW YORK, Dec. 5, 2024 /PRNewswire/ -- Today, Major League Soccer (MLS) and Jameson announce a multi-year North American partnership to make the world's No. 1 Irish whiskey* the Official Whiskey of MLS and the MLS All-Star Gameday Hospitality.

*Media assets can be found here*

The partnership marks a new chapter for the brand's ongoing "Must be a Jameson" campaign. As a brand committed to bringing people together through common bonds and shared passions, Jameson will leverage this new and exciting partnership to engage and connect with soccer fans across North America.

Jameson will be integrated into national broadcasts on MLS Season Pass and FOX, and featured throughout in-stadium promotions. Jameson and MLS will also collaborate to develop various digital and out-of-home marketing campaigns, including content series opportunities and buzzworthy on-site experiences.

Jameson will have a strong presence at the MLS All-Star Game in the coming years and will sponsor the MLS All-Star Gameday Hospitality presented by Jameson. Pernod Ricard North America will also have the opportunity to showcase its diverse and comprehensive portfolio as part of the MLS Cup champion's 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 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 a shared connection and camaraderie and can't think of a better partner to bring the warm and welcoming Jameson spirit to fans."

Pernod Ricard North America has also established partnerships to make Jameson the official whiskey of six MLS clubs including Chicago Fire FC, Houston Dynamo FC, LA Galaxy, New York City FC, Orlando City SC and San Diego FC. The multi-year partnerships will provide Jameson with in-stadium branding opportunities to host local community engagement initiatives, select player appearances, matchday activations, social media collaborations, custom content and more.

"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.

The announcement between MLS and Pernod Ricard North America arrives during a period of unprecedented momentum behind the sport of soccer. MLS is amid its record-setting 29^th season and the second season of MLS Season Pass on Apple TV. North America will be the epicenter of the sport over the next two years, with the 2025 Concacaf Gold Cup, 2025 FIFA Club World Cup, and the 2026 FIFA World Cup scheduled to take place across the U.S., Canada and Mexico.

For more information, visit MLSsoccer.com or JamesonWhiskey.com.

*SOURCE: 1. Nielsen Total U.S. xAOC + Liquor Open State + Conv during Latest 52 Wks - w/e 10/05/24;

About Major League Soccer
Headquartered in New York City, Major League Soccer -- celebrating its 29th season in 2024 -- features 30 clubs throughout the United States and Canada, including a new expansion team in San Diego that will debut in 2025. All MLS, Leagues Cup, and select MLS NEXT Pro and MLS NEXT matches can be watched through MLS Season Pass, available on the Apple TV app on Apple devices, smart TVs, streaming devices, set-top boxes, and game consoles, and the web at tv.apple.com. MLS Season Pass features the most expansive and accessible lineup of programming ever for MLS fans. For more information about MLS, visit mlssoccer.com. For more information about the Apple TV app, visit apple.com/apple-tv-app.

About Pernod Ricard USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world's second largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company's leading spirits include such prestigious brands as Absolut Vodka, Avión Tequila, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Olmeca Altos Tequila, Beefeater Gin, Del Maguey Single Village Mezcal, Código Tequila, Monkey 47 Gin, Seagram's Extra Dry Gin, Malfy Gin, Hiram Walker Liqueurs, Midleton Irish Whiskey, Redbreast Irish Whiskey, Aberlour Single Malt Scotch Whisky, Lillet, Jefferson's Bourbon, TX Whiskey, Skrewball Whiskey, Smooth Ambler Whiskey, Rabbit Hole Whiskey, Pernod and Ricard; such superior wines as Jacob's Creek, Kenwood Vineyards, Campo Viejo, Brancott Estate and Sainte Marguerite en Provence rosé.; and such exquisite champagnes and sparkling wines Perrier-Jouët Champagne, G.H. Mumm Champagne, Mumm Napa.

Pernod Ricard USA is headquartered in New York, New York, and has more than 1,000 employees across the country. As "creators of conviviality," we are committed to sustainable and responsible business practices in service of our customers, consumers, employees and the planet. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information, visit: www.pernod-ricard-usa.com.

Media Contacts:

Major League Soccer
Peter O'Brien, Peter.OBrien@mlssoccer.com

Pernod Ricard USA
Blaine Rueber, blaine.rueber@pernod-ricard.com
Nikky Dudek, NDudek@webershandwick.com

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SOURCE Jameson

FAQ

What is Jameson's new partnership with Major League Soccer in 2024?

Jameson has become the Official Whiskey of Major League Soccer and MLS All-Star Gameday Hospitality through a multi-year North American partnership announced in December 2024.

Which MLS clubs has Jameson partnered with in 2024?

Jameson has partnered with six MLS clubs: Chicago Fire FC, Houston Dynamo FC, LA Galaxy, New York City FC, Orlando City SC, and San Diego FC.

What marketing channels will Jameson use in its MLS partnership?

Jameson will be integrated into national broadcasts on MLS Season Pass and FOX, feature in-stadium promotions, digital marketing campaigns, content series, and on-site experiences.