• by Teresa Buyikian , December 13, 2024

Football may mean different sports depending on where one is in the world, but the sport known as soccer in the U.S. has attracted an unlikely sponsor from the land of  “footie.”

Jameson Irish Whiskey this week announced it had entered a multiyear partnership with Major League Soccer (MLS) to be the organization’s official whiskey sponsor.

The brand will have a significant presence at the games themselves with in-stadium promotions, as well as integration into national broadcast opportunities on MLS Season Pass and FOX. Both brands will work together to create digital and out-of-home marketing campaigns, including a content series and on-site experiential events.

In addition to the regular season, the Irish whiskey will “have a strong presence” at the MLS All-Star Game as well as sponsoring the MLS All-Star Gameday Hospitality presented by Jameson.

“This league sponsorship is a first-of-its-kind partnership for Pernod Ricard North America, and an 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, in a release.

The sponsorship comes at a time when soccer in the U.S. is more popular than ever. Per a recent CNBC report, “nearly 11.5 million people attended MLS matches during the regular season” this year, amounting to the highest attendance on record since U.S. MLS was created in 1995.

Jameson has also been named the official whiskey of six MLS clubs: Chicago Fire FC, Houston Dynamo FC, LA Galaxy, New York City FC, Orlando City SC and San Diego FC. The local club sponsorship will enable Jameson to host “local community engagement initiatives, select player appearances, matchday activations, social media collaborations and custom content.”