Jameson, the world’s leading Irish whiskey, has signed a multi-year partnership with Major League Soccer (MLS) to become the Official Whiskey of the league and the MLS All-Star Gameday Hospitality. This groundbreaking collaboration reflects Jameson’s commitment to fostering connections and celebrating shared passions, including the rapidly growing soccer culture across North America.
Under the agreement, Jameson will feature prominently in national MLS broadcasts on MLS Season Pass and FOX, as well as through in-stadium promotions and bespoke marketing campaigns. These efforts will be part of Jameson’s ongoing “Must Be a Jameson” campaign, which aims to bring people together through memorable, shared experiences.
Strengthening Soccer Fan Engagement
The partnership extends to the MLS All-Star Game, with Jameson serving as the sponsor for the MLS All-Star Gameday Hospitality. Additionally, Pernod Ricard North America, Jameson’s parent company, will showcase its portfolio during MLS Cup champion 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," said Conor McQuaid, Chairman and CEO of Pernod Ricard North America. "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 shared connection and camaraderie and can't think of a better partner to bring the warm and welcoming Jameson spirit to fans."
Local Partnerships with MLS Clubs
In addition to the league-wide deal, Jameson has partnered with six MLS clubs, strengthening its local impact:
- Chicago Fire FC
- Houston Dynamo FC
- LA Galaxy
- New York City FC
- Orlando City SC
- San Diego FC
These partnerships will allow Jameson to connect directly with fans through in-stadium branding, matchday activations, social media content, community events, and player appearances.
"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," said Gary Stevenson, Deputy Commissioner of MLS and President of Soccer United Marketing.
Soccer’s Expanding Role in North America
The partnership arrives during a period of unprecedented momentum for soccer in North America. With MLS in its record-breaking 29th season and the 2025 Concacaf Gold Cup, 2025 FIFA Club World Cup, and 2026 FIFA World Cup on the horizon, the sport is reaching new heights across the continent.
As the Official Whiskey of MLS, Jameson is poised to deepen its connection with the soccer community, offering unique experiences that celebrate the vibrant culture of the game and the camaraderie it inspires.
