Jameson Scores Multi-Year Major League Soccer Partnership

Jameson and Major League Soccer are kicking off a multi-year partnership. (Photo: Jameson Irish Whiskey)

Jameson announced on Thursday that the Irish whiskey brand scored a multi-year North American partnership with Major League Soccer as part of the brand’s “Must Be a Jameson” campaign. The Irish whiskey will be featured in broadcasts during soccer season and showcased during stadium-side gameday promotions.

“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,” Pernod Ricard North America Chairman and CEO of Conor McQuaid said in a news release. “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.”

Jameson announced it will sponsor game-day hospitality, and the whiskey brand’s supplier, Pernod Ricard, will introduce game-goers to other spirits within its portfolio. The Irish whiskey will also host “buzzworthy on-site experiences” during gameday.

Jameson will be the whiskey of six clubs: Chicago Fire FC, San Diego FC, Houston Dynamo FC, LA Galaxy, New York City FC, and Orlando City FC, according to the brand.

Jameson reported the MLS set records during its 29th season on Apple TV, reporting that the sport is more popular than ever.

Sports Business Journal reported earlier in 2024 that the growth of the sport is driven by a younger demographic with more diversity.

Soccer fans are usually a tech-savvy bunch, and Gen Z appears to be leading the charge. The outlet reported enthusiasm for the sport only grew with 2024’s Copa America, but it is expected to reach a fever pitch with the FIFA Women’s World Cup and the 2026 FIFA World Cup.

“With a seemingly endless amount of sports content and programming available these days within seconds at your fingertips, you can’t argue with the data — everything from viewership to attendance, engagement and merchandise sales — that soccer is becoming immensely more popular in the United States, especially among Gen Z and Generation Alpha,” Isos Capital Founder and Co-CEO Michelle Wilson said, according to Sports Business Journal. “It’s time for brands, investors and organizations to continue to stoke this fire that is poised to turn into a roaring blaze with three major events on the horizon, including two occurring in our own backyard.”

Jameson Irish Whiskey appears to be paying attention and is putting its money where its mouth is, and MLS is grateful to have the popular whiskey brand’s support.

“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,” MLS Deputy Commissioner and President of Soccer United Marketing Gary Stevenson said.