• by Teresa Buyikian , 2 hours ago

Jameson Irish Whiskey is kicking off football season by offering to pick up fans’ bar tabs -- to the tune of $5 million.

The official spirits sponsor of the NFL has tapped famed footballer Eli Manning to help promote its “America's Biggest Round,” initiative, which kicks off this week. The effort “celebrates the moments that happen when fans come together, whether it's cheering a game-winning touchdown or simply sharing a drink with the person next to them.”

To support “the local bars that bring fans together,” customers have access to local offers by scanning a dedicated in-bar QR code on coasters and table tents (or online here). Those who order a Jameson drink can upload their receipt to receive up to $20 cash back via PayPal or Venmo in (participating rebate states). In select states. customer can also enter to win $20 towards their next round.

“The moments fans remember most aren't the ones they watched alone, they're the ones they shared with the people around them,” said Colin Kavanagh, CMO at Pernod Ricard North America, in a release. “Jameson is pouring America's Biggest Round with a $5 million bar tab to celebrate the fans who show up, raise a glass, and make gameday happen at their local spot.”

Manning  will “be rallying fans and sharing his ultimate gameday rituals,” according to the brand.  

The “America's Biggest Round” program is part of a larger creative effort, “Sláinte to Showing Up,” which will launch later this month and serve as “a toast to the regulars, the fans who may not know all the rules but know a good time when they see one.”