The Minnesota Vikings play the Pittsburgh
Steelers in the NFL's first regular-season game to be held in Ireland. Airing September 28, fan activations will kick off in Minneapolis and Dublin that day to celebrate the event.
Dubbing itself
the "Unofficial Whiskey for Football Fans," Jameson has launched a platform created by Weber Shandwick NY. Ogilvy handled creative. The campaign runs on Jameson-owned
channels, Meta, TikTok, Pinterest, programmatic, Betches, ESPN.com, YouTube and sports-bar screens across the U.S. through November 2.
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Teaming with Complex, the
Irish whiskey will deliver cocktails, food, live entertainment and merch at tailgating events in New York for the September game and Los Angeles at a later date.
Jameson, which claims a 67%
market share in the Irish whiskey category, also produced a regulation-sized football that can hold a 750mL bottle of its liquor. The limited-edition flask is available for purchase starting September
25 via ReserveBar.com.
"Jameson has always stood shoulder to shoulder with the fans, and that's why we are excited to declare ourselves the 'Unofficial Whiskey for Football Fans' this season
and to finally celebrate American football in Dublin," said Valeria Catterini, senior brand director, Jameson at Pernod Ricard USA. "After two years, we can't wait for fans to experience Irish
hospitality firsthand as we toast to the game that the fans helped make happen."