Pernod Ricard USA is giving away “up to” US$5m in bar tabs across the country during the 2026-7 National Football League (NFL) season as part of a marketing push for Irish whiskey mark Jameson.
The campaign, ‘America’s Biggest Round’, launched today (9 September) in “select markets” and will run until the end of the NFL season in February. As well as financial prizes, Pernod Ricard is giving away branded merchandise and “gameday experiences”.
Depending on their state of residence, consumers can either apply for up to a US$20 refund for Jameson’s drinks purchased in the on-premise, or enter a sweepstake to win the same amount in cash. An interactive ‘Jameson Sports Bar Locator’ has been developed to help consumers find “local spots hosting watch parties, signature menu offerings, and gameday rituals”, Pernod Ricard said.
The New York-headquartered division has also partnered with Super Bowl athlete Eli Manning, who will appear in content “rallying fans [and] sharing his ultimate gameday rituals”.
The campaign is part of a new “creative campaign” called ‘Sláinte to Showing Up’, more details of which are expected to be released “later this month”.
“The moments fans remember most aren’t the ones they watched alone, they’re the ones they shared with the people around them,” said Pernod Ricard North America’s CMO, Colin Kavanagh. “For generations, neighborhood bars have brought people together, turning strangers into friends and gamedays into lasting memories.
“As the official spirits sponsor of the NFL, Jameson is pouring America’s Biggest Round with a $5m bar tab to celebrate the fans who show up, raise a glass, and make gameday happen at their local spot.”
Pernod Ricard signed a “multi-year” partnership with the NFL in July, which saw the whiskey mark become the event’s ‘official spirits sponsor’.
