Jameson on Thursday announced a multiyear partnership that makes the Pernod Ricard whiskey brand the official spirits sponsor of the NFL, according to a press release. The deal unites the world’s top Irish whiskey, per Drinks International data cited by the brand, with the most-watched sport in the U.S.
Jameson replaces Diageo as the NFL’s official spirits sponsor. The marketer of Smirnoff Vodka, Crown Royal Canadian Whisky and Captain Morgan Spiced Rum was the league’s first such partner, but did not renew its five-year deal.
“Football is a sport driven by passion, ritual, and unforgettable community connections—values that lie at the very heart of Jameson,” Colin Kavanagh, CMO of Pernod Ricard North America, said in a statement. “Whether you're raising a glass at a hometown tailgate, watching from a local neighborhood bar, or tuning in from across the globe, Jameson is proud to elevate the fan experience and toast to every major moment of the season.”
The partnership will be featured across broadcast, digital and social channels, with custom media integrations and footage from NFL Films. Jameson will have exclusive marketing rights and designations across the NFL’s top events, including the Super Bowl Tailgate Concert, where it will be the presenting sponsor. The brand will also launch custom, on-site fan activations and branded bar spaces at the Super Bowl fan festival, the NFL draft and other key league moments, like the NFL combine.
Jameson will also have global league rights, excluding Brazil and Mexico, as the league continues to expand to new markets. Next season,NFL teams will play nine games spanning four continents, seven countries and eight stadiums. Jameson will sponsor four NFL International Games per year and roll out on-site activations, in-stadium ads and hospitality engagement.
“Jameson is a world-class brand known for bringing people together, making them the perfect partner to enrich our fan engagement. From the excitement and energy of the Super Bowl to the global reach of our International Games, this partnership will help connect fans and create new experiences all around the world,” Renie Anderson, executive vice president and chief revenue officer of the NFL, said in a statement.
The partnership will also expand and grow the brand’s relationships 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. These partnerships include localized fan opportunities, consumer sweepstakes and neighborhood activations in key markets.
Jameson has previously activated around international NFL games, dubbing itself the “Unofficial Whiskey for Football Fans” ahead of a 2025 game in Dublin. The brand has also increased its presence in the other football through an official partnership with Major League Soccer and activations around this year’s summer of soccer.
Parent company Pernod Ricard saw organic net sales increase just 0.1% in Q3 fiscal 2026, per an earnings report, as the company dealt with soft spirits demand in key markets including the U.S. and China and a volatile global environment marked by conflict in the Middle East.
The NFL has continued to add to its sponsorship roster, in March naming the Kraft Heinz Company as its first global condiment partner as part of a five-year deal. U.S. Bank in April became the official bank and wealth management sponsor of the NFL — the first time the league’s banking rights had been available in more than 30 years.
