Jameson Sponsors MLS League

Irish whiskey brand Jameson is crossing the pond to support American football/soccer, announcing a multiyear partnership with Major League Soccer (MLS) to be the organization’s official Irish whiskey sponsor.

The partnership means Jameson brand will have a significant presence at the matches with in-stadium promotions and on-site experiential events as well as promotions via national broadcast entities such as MLS Season Pass and Fox.

Additionally, through Pernod Ricard North America, Jameson will be the official Irish whiskey sponsor of six MLS clubs – Chicago Fire FC, Houston Dynamo FC, LA Galaxy, New York City FC, Orlando City SC and San Diego FC – as well as its intent to “have a strong presence” at the MLS All-Star Game and sponsor the MLS All-Star Gameday Hospitality presented by Jameson.

Jameson is no stranger the the sponsorship game, of course, having already signed on as a partner of the English Football League (EFL) prior to the partnership with the MLS, North America’s top football division but Jameson noted that the MLS partnership is its most significant and sizable league-wide sports deal in the USA to date.

Jameson’s sponsorship is well-timed as it coincides with the popularity of the sport both overall in the USA – which is set to host the World Cup in 2026 – and the MLS, which, according to a CNBC report, enjoyed attendance figures north of 11.5 million this year – the highest attendance on record since the MLS was created in 1995.