Neymar’s MLS Move: A New Chapter in American Soccer? 
Jameson Irish Whiskey has officially partnered with Major League Soccer (MLS) to become the league’s official whiskey. This multi-year agreement aims to enhance the soccer experience for fans across North America, integrating the iconic brand into various MLS events and broadcasts.
Key Takeaways
- Jameson is now the Official Whiskey of MLS and the MLS All-Star Gameday Hospitality.
- The partnership includes collaborations with six MLS clubs: Chicago Fire FC, Houston Dynamo FC, LA Galaxy, New York City FC, Orlando City SC, and San Diego FC.
- Jameson will feature prominently in national broadcasts and in-stadium promotions.
- The collaboration aims to engage soccer fans through digital marketing campaigns and on-site experiences.
A New Chapter for Jameson
The partnership marks a significant milestone for Jameson as it aligns with its ongoing "Must be a Jameson" campaign. The brand is committed to fostering connections among fans through shared passions, and soccer is rapidly growing in popularity across North America.
Conor McQuaid, Chairman and CEO of Pernod Ricard North America, expressed enthusiasm about the partnership, stating, "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."
Marketing Integration
Jameson will be integrated into various aspects of MLS, including:
- National Broadcasts: Featured on MLS Season Pass and FOX.
- In-Stadium Promotions: Engaging fans during matches.
- Digital Campaigns: Collaborating on content series and marketing initiatives.
Presence at Major Events
Jameson will have a strong presence at the MLS All-Star Game and will sponsor the MLS All-Star Gameday Hospitality. This sponsorship will allow Jameson to showcase its diverse portfolio during the celebrations of the MLS Cup champion.
Growth of Soccer in North America
The announcement comes at a time when soccer is experiencing unprecedented growth in North America. MLS is currently in its 29th season, and the region is set to host several major soccer events, including:
- 2025 Concacaf Gold Cup
- 2025 FIFA Club World Cup
- 2026 FIFA World Cup
These events are expected to further elevate the profile of soccer in the region, making the partnership with Jameson particularly timely.
Conclusion
The partnership between Jameson Irish Whiskey and Major League Soccer is poised to create a vibrant connection between the brand and soccer fans. With a focus on community engagement and shared experiences, this collaboration is set to enhance the enjoyment of soccer across North America, bringing the warm and welcoming spirit of Jameson to the forefront of the sport.
Sources
- Jameson® Irish Whiskey Named the Official Whiskey of Major League Soccer | LA Galaxy, LA Galaxy.
- Jameson Irish Whiskey Scores Major Partnership as Official Whiskey of Major League Soccer | PRNDY Stock News, Stock Titan.
- Exclusive: MLS signs sponsorship with Pernod Ricard for Jameson brand | Fortune, Fortune.
