Irish whiskey brand Jameson has made its mark on AFL Gather Round with the launch of the Jameson Clubhouse, following a successful competitive pitch that appointed The Idea Shed to bring the experience to life.
Live throughout Gather Round, the Jameson Clubhouse transformed Adelaide’s Highway Hotel into a must visit destination, designed to earn a genuine place inside footy culture. Blending live competition, cultural moments and good times into one immersive home ground for fans who fly in from all around the country.
As Gather Round continues to grow, with fans becoming harder to impress and quicker to tune out overly commercial brand activity, Jameson’s challenge was clear: don’t just show up around footy… act like a fan that is passionate about the supporter community. The response was an engaging, footy relevant takeover that embedded Jameson directly into the emotions and behaviours that define footy fandom.
At the heart of the experience was the Jameson Tribute Booth, where fans were invited to capture what footy really means to them. Supporters recorded personal video tributes celebrating their club, and their most unforgettable memories, for a chance to win an exclusive MCG experience. These authentic, fan-led moments became powerful content extensions beyond the live experience.
Then came the Jameson Ultra Skills Zone, pulling fans off the sidelines and into the action. From the Ultra Passing Challenge to the Vertical Jump, fans put their skills and bragging rights on the line, competing across fast-paced challenges complete with live leaderboards and daily prizes that created constant energy and participation across the weekend.
The Clubhouse also featured guided Jameson tastings hosted by brand ambassador Katie Coleman, giving fans the opportunity to trial the new Jameson Ultra Blend 10 per cent. The experience extended beyond the event itself, with attendees rewarded with $10 off Jameson retail vouchers, redeemable at a nearby bottle shop, ensuring the energy of Gather Round flowed directly from venue to retail shelves across the weekend.
Built for fans, with the atmosphere of a stadium, Collingwood Q&As, competitions, tastings and surprises rolling all weekend, the Jameson Clubhouse became a place people stayed longer, brought their mates, and talked about well after the final siren.
“The Idea Shed helped us launch Jameson footy season kick off with a bang at Gather Round, building something fans genuinely wanted to be part of. The Jameson Clubhouse struck the right balance between cultural relevance and commercial ambition, helping us drive trial of Jameson Ultra, rewarding fandom and champion the real moments of connections that footy fans care about,” said Liam O’Connell, senior brand manager of Irish whiskies portfolio at Pernod Ricard Pacific.
“Gather Round is a pilgrimage for footy fans, built on energy, ritual and togetherness, and we needed Jameson to feel like part of that culture, not something layered on top of it. By acting like a fan and creating an experience people genuinely wanted to be part of, we were able to build relevance, drive trial of Jameson Ultra, and turn footy passion into meaningful commercial outcomes,” said Dan Adams, general manager at The Idea Shed.
Credits:
Agency Team: John Volckman – Partner
Richard Strettell – Partner
Dan Adams – General Manager
Adrian Moore – Head of Creative Experience
Anna Blackie – Account Director
Shona Williams – Senior Account Manager
Olivia Martino – Account Manager
Client Team: Liam O’Connell – Senior Brand Manager
Alia Jones – Assistant Brand Manager
Kristine Fernandez – Senior Consumer & Digital Experience
Maddie Bloffwitch – Account Manager
Bolstr:
Darren Levin – GM Marketing Solutions
Hannah Nickels – Head of Strategy & Operations
