Irish whiskey brand Jameson has leveraged Melbourne’s NFL game to announce a multiyear partnership as the official spirits sponsor of league.
The partnership puts Jameson front and centre at some of the NFL’s biggest moments. The brand first laced up here on Australian home soil, when the San Francisco 49ers faced the LA Rams at the MCG in its round 1 clash..
Jameson was at the heart of the NFL Kickoff Festival, where the Jameson Bar served as a key gathering place for fans throughout the three-day event at Melbourne Park Precinct ahead of the game. Bringing match-day energy to life, the activation gave fans a place to come together, soak up the atmosphere and enjoy the moments of connection that make the sport great.
For fans who watched at home, Jameson also partnered with ESPN to bring the brand directly into living rooms across Australia. Through live crosses on the NFL Blitz broadcast show, four NFL Afters vodcast segments and in-show integrations running through to November.
The multiyear agreement secures official global league rights (excluding Brazil and Mexico), with Jameson serving as an official sponsor across four NFL International Games each year as the league plays a record-breaking nine games across four continents, seven countries, and eight stadiums this season.
“American football brings people together through a shared passion for the game and the moments of connection that surround it,” said Jennifer English, global brand VP of Jameson. “At Jameson, smoothness has always been more than what’s in the glass, it’s a way of bringing people together. From game-day traditions to gathering with friends, those moments of connection are at the heart of our brand. That’s why we’re excited to partner with the NFL as Official Spirits Sponsor, helping fans connect and create memorable experiences throughout the season.”
“NFL fandom is one of the fastest-growing sports communities in Australia, and Australia’s first NFL game gives us the perfect moment to launch this partnership right here at home,” said Kristy Rutherford, marketing director Australia and New Zealand, Pernod Ricard. “From the Melbourne Park Precinct to screens across the country, Jameson will continue showing up for fans, giving Aussies more access, more connection and more of what makes game day great.”
The partnership extends Jameson’s Football platform in Australia, which has seen the brand activate at the AFL’s Gather Round weekend in Adelaide, as well as partnering with Dan Does Footy, Kayo Sports and Foxtel in a series of activations including the recent Ultra Access campaign.
“We are incredibly excited to welcome Jameson into the NFL family as our official spirits sponsor,” said Renie Anderson, EVP and chief revenue officer of the NFL. “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.”
