NFL, Jameson Feel The Spirit With New Multi-Year League, Team, International Pact
Thursday, July 30, 2026 at 07:00PM By Barry Janoff
July 30, 2026: Describing it as “ a major expansion of the brand's cultural commitment to sports fandom,” Jameson Irish whiskey, has signed a multiyear partnership designation as the “official spirits sponsor” of the NFL.
The global partnership gives Jameson exclusive marketing rights and designations across prominent marquee events, including presenting sponsor of the Super Bowl Tailgate Concert
Financial terms were not released, but were put at $20 million annually by industry analysts.
Pernod Ricard’s Jameson replaces Diageo, which in 2021 became the NFL’s first official spirits sponsor but opted not to renew its five-year deal with the league this past April.
France-based Pernod Ricard brands also include Absolut vodka and Chivas Regal scotch.
"Football is a sport driven by passion, ritual and unforgettable community connections – values that lie at the very heart of Jameson," Colin Kavanagh, CMO of Pernod Ricard North America., said via the company
"As the league’s popularity continues to expand globally, we’re thrilled to step in as the oficial spirits sonsor of the NFL. Whether you’re raising a glass at a hometown tailgate, watching from a local neighborhood 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."
Multi-media marketing support will include broadcast, digital and social channels, utilizing custom media integration and footage in partnership with NFL Film.
In addition to its Super Bowl presence, Jameson said it plans to introduce “custom, on-site fan engagements and branded bar spaces at the interactive Super Bowl Experience fan festival, the NFL Draft and key league moments throughout the year.”
Through premium ticket access packages, stadium tours and custom hospitality, Jameson plans to deliver upward of 20 unique consumer experiences across the NFL Scouting Combine, NFL Draft and the Super Bowl via sweepstakes.
Beyond major domestic events, the multiyear agreement secures official global league rights (excluding Brazil and Mexico).
With the NFL scheduled this season to play a record-breaking nine games across four continents, seven countries and eight stadiums, Jameson will serve as official sponsor across four NFL International Games per year, “deploying premium on-site activations, in-stadium ribbon board features, pitch-side LED boards and elite hospitality footprints to engage with growing international gridiron fanbases.”
"Football is a sport driven by passion, ritual and unforgettable community connections – values that lie at the very heart of Jameson."
“We are incredibly excited to welcome Jameson into the NFL family as our Official Spirits Sponsor," Renie Anderson, NFL evp and chief revenue officer, “said via the league.
"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.”
Jameson said it would expand and grow off of existing NFL team partnerships “anchoring localized fan opportunities, co-branded consumer sweepstakes and dedicated neighborhood activations directly within key markets.”
That includes he Arizona Cardinals, Baltimore Ravens, Green Bay Packers, Minnesota Vikings, New York Giants, New York Jets, Philadelphia Eagles and Tampa Bay Buccaneers.
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