Pernod Ricard has recruited musician J Balvin and fashion brand KidSuper’s founder, Colm Dillane, for a soccer-themed Jameson campaign.
The activation, titled ‘It’s What You Bring’, is launching with a 45-second video (below) featuring the pair. Details on where the spot will air were not immediately available, although Global Drinks Intel has contacted the brand owner for further details.
To kick off the partnership, Balvin and Dillane will play in a five-a-side match on the rooftop of KidSuper studios in New York. Pernod Ricard said further activations would be taking place “throughout summer” but did not specify what or where.
The tie-up also includes a range of clothes released under the KidSuper brand, which appeared at Paris Fashion Week in January and will be available from Friday (8 May). The eight-piece limited-edition collection includes a EUR194 (US$225) jacket and EUR98 soccer jersey listed on the Jameson Middleton Distillery website.
Jameson is the ‘official whiskey partner’ of the English Football League through a four-year sponsorship that will run until the end of the 2026/27 season. In 2024, Pernod Ricard also signed a marketing deal for the Irish whiskey brand with Major League Soccer in the US and Canada.
