Jameson has always believed the real game happens with the fans, and to get fans hyped to touch down in Dublin, the brand is launching their new platform, the "Unofficial Whiskey for Football Fans," a rallying cry for everyone who makes football what it is: a spirited, unapologetic, fan-centric celebration. Jameson isn't just showing up on game day – it's stirring up a little Irish mischief, toasting the unexpected moments, and championing fans on their own turf.
The "Unofficial Whiskey for Football Fans" platform is brought to life in new content and experiences that reinforce how fans call the shots on game day. Conceptualized by Ogilvy, the campaign will live on Jameson owned channels and in paid media through November 2.
To celebrate the first pro football game in Dublin in only a way that the world's No. 1 Irish Whiskey* can, Jameson is hosting domestic and international fan experiences through a series of immersive, culture-driven events leading up to and during the game:
- Viewing Parties: On Sunday, September 28, Jameson will host festivities from Minneapolis, Minnesota to the iconic Bow Street in Dublin. In partnership with the Minnesota Vikings, one of the inaugural teams competing on Irish soil, Jameson will invite fans to share in the thrill of the game in Ireland. Fans 21+ who are interesting in joining in the U.S. can RSVP for the viewing party and sampling event in Minneapolis by visiting JamesonWhiskey.com, space permitting.
- For those who find themselves in Dublin for the game, Jameson's Bow Street Distillery will be offering the first 100 people in American football gear on Saturday, September 27 and Sunday, September 28, an American football merch pack.
- Complex Activations: Jameson is also drafting Complex to help cement the brand as the "unofficial" drink for game day, releasing the first-ever limited-edition, football-inspired capsule collection. In partnership with Complex, the Irish whiskey will deliver cocktails, themed bites, live entertainment, and exclusive merch at "tailgating" events in NYC for the game in Dublin on September 28 and in Los Angeles at a later date.
- ESPN SportsCenter Live Commercial: Ahead of the game in Dublin, Jameson will be taking over ESPN studios as the first spirits brand to be promoted via a live commercial on Sportscenter, in honor of the Irish whiskey's hometown hosting the next international football game.
"Jameson has always stood shoulder to shoulder with the fans, and that's why we are excited to declare ourselves the 'Unofficial Whiskey for Football Fans' this season and to finally celebrate American football in Dublin," said Valeria Catterini, Senior Brand Director, Jameson at Pernod Ricard USA. "After two years, we can't wait for fans to experience Irish hospitality firsthand as we toast to the game that the fans helped make happen."
To solidify Jameson as the "Unofficial Whiskey for Football Fans" and get fans excited to touch down in Dublin, Jameson turned to the true totem of the game – a regulation-sized football that has the capacity to hold a 750mL bottle of Jameson Whiskey – into a limited-edition Jameson Football Flask. It's only fitting that the 'Unofficial Whiskey for Football Fans' has its own unofficial football.
Marrying craftsmanship with the spirit of the game, this keepsake in the shape and size of a regulation football is the perfect addition to your bar cart's starting lineup. After all, a football is more than a ball, it's the universal symbol of the sport. Whether you are reveling in your tailgate or mixing up a Jameson Ginger & Lime from your at-home bar, the Jameson Football Flask is sure to elevate game day experiences all season long.
The Jameson Football Flask will be available for purchase starting September 25 via ReserveBar.com. Fans can visit Jameson's Football Flask page now to be notified when the Football Flasks go on sale. The Jameson Football Flask and a bottle of Jameson Irish Whiskey will retail for $109.99 plus tax and shipping, where permitted within the continental U.S. Quantities are limited, so fans are encouraged to act fast!
Fans can also get the perfect game day pairing for their Football Flask on Uber Eats* for 15% off Jameson every Sunday in September and October. To learn more about Jameson Irish Whiskey, visit JamesonWhiskey.com and follow @jamesonus.
*SOURCE: 1. Nielsen Total U.S. x AOC + Liquor Open State + Conv during Latest 52 Wks - w/e 8/16/25
**Void where prohibited. Discounts available in some markets. 21+ to purchase. ID verified on delivery. See app for details.
TASTE RESPONSIBLY. JAMESON ® Irish Whiskey. 40% Alc./Vol. (80 Proof). Product of Ireland. ©2025 Imported by John Jameson Import Company, New York, NY
About Jameson Irish Whiskey
Jameson is the world's most awarded and bestselling Irish whiskey, ranked in the top 4 global whiskey brands and number 9 in spirits worldwide.
Leading the Irish whiskey category with a 67% market share and having experienced 30 years of consecutive growth up until 2019, Jameson reached unprecedented sales of 10.4 million cases in 2022.
Triple distilled, every bottle of Jameson is distilled and matured at the world renowned Midleton Distillery in County Cork, Ireland.
www.jamesonwhiskey.com
About Pernod Ricard USA®
Pernod Ricard USA is the 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. The company's leading spirits include such prestigious brands as Absolut Vodka, Avión Tequila, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Olmeca Altos Tequila, Beefeater Gin, Del Maguey Single Village Mezcal, Código Tequila, Monkey 47 Gin, Seagram's Extra Dry Gin, Malfy Gin, Hiram Walker Liqueurs, Midleton Irish Whiskey, Redbreast Irish Whiskey, Aberlour Single Malt Scotch Whisky, Lillet, Jefferson's Bourbon, TX Whiskey, Skrewball Whiskey, Smooth Ambler Whiskey, Rabbit Hole Whiskey, Pernod and Ricard; such superior wines as Jacob's Creek, Kenwood Vineyards, Campo Viejo, Brancott Estate and Sainte Marguerite en Provence rosé.; and such exquisite champagnes and sparkling wines Perrier-Jouët Champagne, G.H. Mumm Champagne, Mumm Napa.
Pernod Ricard USA is headquartered in New York, New York, and has more than 1,000 employees across the country. As "creators of conviviality," we are committed to sustainable and responsible business practices in service of our customers, consumers, employees and the planet. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information, visit: www.pernod-ricard-usa.com.
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SOURCE Jameson
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