Jameson Irish Whiskey is celebrating the first professional American football game to be played in Ireland by declaring itself the “Unofficial Whiskey for Football Fans.” The game, set for September 28 in Dublin, follows two years of fan momentum for professional football to reach Irish soil.
The brand’s new campaign, conceptualized by Ogilvy, runs through November 2 and will appear across Jameson’s channels and paid media. Festivities include viewing parties on game day in Minneapolis, in partnership with the Minnesota Vikings, and at the Bow Street Distillery in Dublin, where the first 100 fans in football gear will receive a merch pack.
Jameson is also partnering with Complex to release a limited-edition football-inspired capsule collection, alongside cocktails, themed food, entertainment, and exclusive merch at tailgating-style events in New York and Los Angeles. The brand will further mark the occasion with the first-ever live commercial by a spirits company on ESPN’s SportsCenter.
To extend its “Unofficial Whiskey for Football Fans” identity, Jameson is releasing the Jameson Football Flask, a keepsake regulation-sized football that holds a 750mL bottle of whiskey. “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 at Pernod Ricard USA.