Major League Soccer (MLS) and Jameson announced a multi-year North American partnership to make the whiskey brand the Official Whiskey of MLS and the MLS All-Star Gameday Hospitality.

The partnership marks a new chapter for the brand’s ongoing “Must be a Jameson” campaign. As a brand committed to bringing people together through common bonds and shared passions, Jameson will leverage this new partnership to engage and connect with soccer fans across North America.

Jameson will be integrated into national broadcasts on MLS Season Pass and FOX, and featured throughout in-stadium promotions. Jameson and MLS will also collaborate to develop various digital and out-of-home marketing campaigns, including content series opportunities and buzzworthy on-site experiences.

Jameson will have a strong presence at the MLS All-Star Game in the coming years and will sponsor the MLS All-Star Gameday Hospitality presented by Jameson. Pernod Ricard North America will also have the opportunity to showcase its diverse and comprehensive portfolio as part of the MLS Cup champion’s celebrations.

“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 deep rooted and engaged sports culture,” Conor McQuaid, Chairman and CEO Pernod Ricard North America, said in a news release. “Soccer is skyrocketing in North America, and the MLS community has some of the most energetic fans. We can all relate to that feeling of a shared connection and camaraderie and can’t think of a better partner to bring the warm and welcoming Jameson spirit to fans.”

Pernod Ricard North America has also established partnerships to make Jameson the official whiskey of six MLS clubs including Chicago Fire FC, Houston Dynamo FC, LA Galaxy, New York City FC, Orlando City SC and San Diego FC. 

The multi-year partnerships will provide Jameson with in-stadium branding opportunities to host local community engagement initiatives, select player appearances, matchday activations, social media collaborations, custom content and more.

“During this significant period of growth for the sport of soccer, Major League Soccer is proud to partner with Pernod Ricard North America to showcase the Jameson brand,” Gary Stevenson, Deputy Commissioner of MLS and President of Soccer United Marketing, said.

The announcement between MLS and Pernod Ricard North America arrives during a period of unprecedented momentum behind the sport of soccer. MLS is amid its record-setting 29^th season and the second season of MLS Season Pass on Apple TV. 

North America will be the epicenter of the sport over the next two years, with the 2025 Concacaf Gold Cup, 2025 FIFA Club World Cup, and the 2026 FIFA World Cup scheduled to take place across the U.S., Canada and Mexico.

For more information, visit MLSsoccer.com or JamesonWhiskey.com.

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About Pernod Ricard USA

Pernod Ricard USA is a premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world’s second largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. Pernod Ricard USA is headquartered in New York, New York, and has more than 1,000 employees across the country.