Pernod Ricard has signed a “multi-year” partnership with the National Football League (NFL) for the Jameson Irish Whiskey mark.
The deal, which will see the brand promoted at events like the Super Bowl and NFL Draft, gives Jameson the moniker of ‘official spirits sponsor’ for the league. Pernod Ricard will also have sponsorship rights at four international events annually, excluding games in Brazil and Mexico.
Financial details of the partnership, and exact length, were not disclosed.
The tie-up will kick off with a marketing campaign across broadcast, digital and social channels. In the US, Pernod Ricard is planning in-person activations, consumer sweepstakes and OOH activations in “key markets” in partnership with teams including the Arizona Cardinals, Baltimore Ravens, Green Bay Packers, Minnesota Vikings, New York Giants, New York Jets, Philadelphia Eagles and Tampa Bay Buccaneers.
In May, Pernod Ricard recruited musician J Balvin and fashion brand KidSuper’s founder, Colm Dillane, for a soccer-themed Jameson campaign.
