Jameson whiskey capitalizes on soccer's rise in North America

In December 2024, Pernod Ricard announced a multi-year partnership with Major League Soccer, officially branding its whiskey product, Jameson, as the Official Whiskey of MLS and the MLS All-Star Game. The agreement coincides with a remarkable year for MLS, which concluded its record-breaking 29th season with attendance exceeding 11 million. Conor McQuaid, the chairman and CEO of Pernod Ricard North America, revealed the strategy aims to deepen its involvement in soccer's expanding market in North America, reflecting a growing trend of sports sponsorships linked to significant fan engagement and commercial opportunities. This collaboration focuses on integrating Jameson branding into local matchday experiences and community involvement across individual MLS clubs, such as the LA Galaxy and New York City FC. Pernod Ricard's strategy also plays into the backdrop of increasing attendance in sports, with the hope of appealing to the shared social experiences associated with soccer matches. The multi-faceted approach will entail community engagement initiatives, social media collaborations, and tailored content designed to resonate with diverse fan bases. While Jameson has historically partnered with individual teams in other sports, the decision to partner with a national league aligns with their growth strategy domestically and abroad, mirroring successful sponsorships in regions like the United Kingdom. This growing interest in soccer is not limited to MLS; the National Women’s Soccer League has also seen record attendance and engagement, indicating a broader cultural shift in North America towards soccer as it gains momentum. Moreover, the partnership illustrates a commitment to inclusivity, as McQuaid emphasizes the diverse makeup of soccer fans. The brand aims to ensure that its presence resonates with supporters from various backgrounds, given the increasing influence of international players in MLS from countries such as Mexico, Argentina, and Brazil. Such representations not only diversify the league's appeal but also align seamlessly with Pernod Ricard's marketing strategy, thereby strengthening their position within the rapidly evolving landscape of American soccer.