Jameson announced on Thursday a multi-year partnership with the NFL, making the Pernod Ricard-owned whiskey brand the league's official spirits sponsor.According to a press release, the agreement links the world's best-selling Irish whiskey (per Drinks International data cited by the brand) with the most-watched sporting event in the United States.

Jameson replacesDiageoas the NFL's official spirits sponsor. Diageo, which owns Smirnoff vodka, Crown Royal Canadian whisky, and Captain Morgan rum, was the NFL'sfirst such partner, butdid not renew its five-year agreement。

"Football is a sport driven by passion, ritual, and unforgettable community connections—values that are at the core of Jameson," said Colin Kavanagh, Chief Marketing Officer of Pernod Ricard North America, in a statement. "Whether you're raising a glass at a tailgate back home, watching the game at your local bar, or tuning in from around the world, Jameson is proud to elevate the fan experience and toast every big moment of the season."

The partnership will span broadcast, digital, and social channels, including custom media integrations and footage from NFL Films. Jameson will receive exclusive marketing rights and designated entitlements at top NFL events, including the Super Bowl Tailgate concert, where it will be the presenting sponsor. The brand will also roll out custom on-site fan activations and branded bar spaces at the Super Bowl Fan Festival, the NFL Draft, and other key league events such as the NFL Scouting Combine.

Jameson will also hold global league rights excluding Brazil and Mexico, as the league continues to expand into new markets. Next season, NFL teams will play nine games across four continents, seven countries, and eight stadiums. Jameson will sponsor four NFL International Series games annually, with on-site activations, in-stadium advertising, and hospitality.

"Jameson is a world-class brand known for bringing people together, making it the perfect partner to elevate our fan engagement. From the excitement and energy of the Super Bowl to the global reach of the International Series, this partnership will help connect fans and create new experiences around the world," said Renie Anderson, NFL Executive Vice President and Chief Revenue Officer, in a statement.

The partnership will also expand and deepen 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 collaborations include localized fan opportunities, consumer sweepstakes, and community activations in key markets.

Jameson previously activated during the NFL International Series, calling itself the "unofficial whiskey of football fans" ahead of the 2025 Dublin game. The brand has also increased its presence in another football sport throughan official partnership with Major League Soccerandactivations around this summer of soccer.

Parent company Pernod Ricard saw organic net sales grow just 0.1% in the third quarter of fiscal 2026,according to financial results, as the company navigates weak spirits demand in key markets including the U.S. and China, as well as a volatile global environment marked by the Middle East conflict.

The NFL continues to expand its sponsorship roster, naming Kraft Heinz in March as itsfirst global condiments partnerin a five-year deal. U.S. Bank became the NFL's official bank and wealth management sponsor in April—the first time the league's banking rights have been open in over 30 years.