The US unit of Pernod Ricard is commencing a marketing activation for Jameson in the country ahead of this weekend’s Minnesota Vikings versus Pittsburgh Steelers American football game in Ireland.
The campaign, which centres around the game at Croke Park in Dublin on Sunday (28 September), positions the brand as the “unofficial whiskey for football fans” in the US. Led by online presence that runs from this week until 2 November, the platform includes the offer of a ‘Jameson Football Flask’ as well as a “live commercial” on ESPN’s SportsCenter programme on gameday.
The Jameson-branded football-shaped flask (above), which can hold 75cl, is available for a limited time online with a bottle of the Irish whiskey for domestic delivery in the US for US$109.99. The ad, meanwhile, will see Jameson become “the first spirits brand to be promoted via a live commercial on Sportscenter”.
Also lined up is a Jameson-fronted viewing party in Minneapolis as well as a free “American football merch pack” to the first 100 visitors in football colours to Jameson’s Bow Street Distillery in the Irish capital.
Season organiser the National Football League has arranged seven overseas games this year; one each in Berlin, Madrid and Sao Paulo as well as three in London and this weekend’s Dublin fixture.
In group results from the 12 months to the end of June, announced in late August, Jameson booked a 3% sales increase on a 5% lift in volumes. Pernod Ricard finished its fiscal 2025 down by 3% in sales terms, despite a flat Q4.
