• by Teresa Buyikian , Yesterday

The first-ever American football game to be held in Ireland takes place Sept. 29, and Jameson Irish Whiskey is ready to commemorate the occasion.

The brand has declared itself the "Unofficial Whiskey for Football Fans," and has created a slew of events both in the U.S. and across the pond, as well as online content in honor of the first game in Dublin.

Bringing “a little Irish mischief, toasting the unexpected moments, and championing fans on their own turf,” the online campaign from Ogilvy runs on Jameson-owned channels and in paid media through Nov. 2.

"Jameson has always stood shoulder to shoulder with the fans, and that's why we are excited … to finally celebrate American football in Dublin," says Valeria Catterini, senior brand director, Jameson at Pernod Ricard USA, in a release.  "We can't wait for fans to experience Irish hospitality firsthand as we toast to the game that the fans helped make happen."

The brand will host viewing parties both in the U.S. and Dublin. In partnership with the Minnesota Vikings (one of the first teams that will compete in Ireland), fans are invited to RSVP to a party and sampling event in Minneapolis by visiting JamesonWhiskey.com.

In Dublin the brand is celebrating at Jameson's Bow Street Distillery, where the first 100 people to show up wearing American football gear Sept. 27 and 28 will receive an American football merchandise pack.

A limited-edition, regulation-sized Jameson Football Flask, which holds an entire 750-ml bottle, is available for purchase beginning Sept. 25 via ReserveBar.com. The ball, which comes with a bottle of Jameson, retails for $109.99. 

Jameson has also teamed up with Complex to release the whiskey's first limited-edition football-inspired capsule collection of merch. The two are also sponsoring cocktails, food, live entertainment and merch at various tailgating events in New York City on Sept. 28. An additional event in Los Angeles will be announced at a later date.  

Before the Dublin game, Jameson is taking over the ESPN studios with a live commercial on “Sportscenter.” The brand has also teamed up with Uber Eats, offering 15% off Jameson every Sunday in September and October.