Jameson Named Official Spirits Sponsor of the NFL in Major Multiyear Partnership

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Home » Bourbon Blog » Bourbon and Whiskey News » Jameson Named Official Spirits Sponsor of the NFL in Major Multiyear Partnership


Jameson Irish Whiskey is taking its football fandom to a new level. The world’s No. 1 Irish whiskey has entered into a multiyear partnership with the National Football League (NFL), becoming the league’s Official Spirits Sponsor and expanding the brand’s presence across some of the biggest moments on the football calendar.

The partnership will bring Jameson into the heart of NFL fan culture beginning this fall, with activations planned around the Super Bowl, NFL Draft, Super Bowl Experience and International Games. Jameson will also serve as the Presenting Sponsor of the Super Bowl Tailgate Concert, connecting the Irish whiskey brand with one of the league’s most prominent pregame events.

Jameson Brings Its “Smooth” Approach to NFL Fans

According to Jameson, the partnership is designed to create opportunities for fans to gather and celebrate beyond the game itself. The brand plans to establish fan experiences at major NFL events in the United States, giving football fans opportunities to connect over Jameson and game-day traditions.

“American football brings people together through a shared passion for the game and the moments of connection that surround it,” said Jennifer English, Global Brand VP of Jameson. “At Jameson, smoothness has always been more than what’s in the glass, it’s a way of bringing people together.”

English added that the NFL partnership will allow Jameson to help fans create memorable experiences throughout the football season.

The NFL partnership also expands Jameson’s international sports presence. The agreement gives the whiskey brand official global league rights, excluding Brazil and Mexico, as the NFL continues expanding its international schedule.

Jameson Expands Its Global Football Footprint

The NFL is scheduled to play nine international games across four continents, seven countries and eight stadiums. Jameson will serve as an official sponsor of four NFL International Games each year under the new agreement.

The partnership will extend beyond stadium activations. Jameson and the NFL will collaborate across broadcast, digital and social platforms, including custom media integrations and storytelling developed with NFL Films.

The agreement also provides opportunities to expand existing relationships with individual NFL teams. Jameson plans to create localized fan experiences, consumer sweepstakes and neighborhood activations in markets associated with the Arizona Cardinals, Baltimore Ravens, Green Bay Packers, Minnesota Vikings, New York Giants, New York Jets, Philadelphia Eagles and Tampa Bay Buccaneers.

“We are incredibly excited to welcome Jameson into the NFL family as our Official Spirits Sponsor,” said Renie Anderson, EVP & Chief Revenue Officer of the NFL. “Jameson is a world-class brand known for bringing people together, making them the perfect partner to enrich our fan engagement.”

Jameson and the NFL Look Ahead to Football Season

The partnership arrives as Jameson continues to expand beyond traditional whiskey marketing and establish a larger presence in sports and entertainment culture. The brand’s NFL involvement will combine major league events, international games, team-level activations and digital content throughout the football season.

For fans, Jameson says the partnership will include NFL sweepstakes, local events and matchday cocktail opportunities as the season progresses.

With Jameson already established as one of the world’s best-known Irish whiskey brands, the NFL partnership gives the company another high-profile platform to connect its whiskey with football fans in the U.S. and around the world.

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