The North American division of Pernod Ricard has bolstered Jameson’s ties with soccer, agreeing a marketing deal with Major League Soccer in the US and Canada.
The Irish whiskey will be the ‘official whiskey’ of Major League Soccer as part of a “multi-year” sponsorship arrangement announced this week. Jameson is already one year into a four-year ‘official partner’ arrangement with the English Football League on the other side of the Atlantic.
The category leader will subsequently feature in national broadcasts on the ‘MLS Season Pass’ platform and on the Fox channel, with in-stadium presence backed by digital and out-of-home activations. Financial details were not disclosed.
At the same time, Jameson will also become the ‘official whiskey’ of the Chicago Fire FC, Houston Dynamo FC, LA Galaxy, New York City FC, Orlando City SC and San Diego FC MLS clubs.
“This league sponsorship is a first-of-its-kind partnership for Pernod Ricard North America, and a tremendous opportunity for Jameson to continue connecting with the region’s … engaged sports culture,” said Pernod Ricard North America CEO Conor McQuaid. “Soccer is skyrocketing in North America … . We … can’t think of a better partner to bring the warm and welcoming Jameson spirit to fans.”
Three months ago, the group’s Chivas Regal blended scotch teamed up with English Premier League club Arsenal in London.
