• by Fern Siegel , September 13, 2024

Three-time Super Bowl winner Julian Edelman, former NFL wide receiver for the Patriots, is running a new offense: bringing pro football to Dublin, Ireland.

Jameson Whiskey is aware of the growing popularity of American football abroad. Spain and Brazil already host games. Jameson wants Ireland to host one, too. A recent company survey found 80% of football fans would travel to an international city to watch a game.

That's why the 214-year-old Irish spirit enlisted Edelman as its team captain, getting fans to join the Touchdown in Dublin huddle at JamesonSports.com. Noting the passion of Dublin sports lovers, Edelman says it’s time to bring a pro game to the Emerald Isle: “Only a Jameson wouldn’t take no for an answer!”

The campaign with Julian Edelman, led by Weber Shandwick, appears across owned and earned. The creative, by Ogilvy, rolls out across OOH, CTV, OLV and social. (Ogilvy, Jameson’s AOR, handled the paid spots featuring Ryan Fitzpatrick last year; they are being repurposed this year.) Publicis Collective handles media.

The campaign kicked off Sept. 6, when Edelman led the second-year Jameson Touchdown in Dublin promotional bus through midtown Manhattan. New York is just the first stop on a tour to visit tailgates across the U.S.

Now and throughout the football season, Jameson ads will run in games, sports news and recaps. Bar TVs will air its message in 350+ locations in key cities. An AR-enabled Snap lens lets users transform beers into Jameson Ginger and Limes to unlock a reward. There will also be retailer promo and sweepstakes with an ESPN-furnished prize.

Johan Radojewski, vice president of marketing, Pernod Ricard North America, said of Jameson's mission: "We're cranking up the volume, inviting more people to join us. We're taking our unofficial call on the road." If successful in its bid, Pernod will award some lucky fans the chance to enjoy the experience.

Ogilvy's client roster includes Progressive Insurance, TD Bank, Verizon and Ikea.