Ahead of the league’s debut international regular season game in Ireland, American football’s elite NFL has agreed a new commercial partnership with Irish whiskey brand Jameson.
The Pittsburgh Steelers face the Minnesota Vikings at Dublin’s iconic Croke Park on Sunday (September 28), and around the game, Jameson will engage in co-branded activations alongside the NFL across the city.
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This will include branding presence at the NFL’s Commissioner Live event, featuring NFL commissioner Roger Goodell, as well as collaborative fan engagement activities at the city’s Jameson Distillery Bow Street.
In terms of the game itself, Jameson will be active at Croke Park with branded bar areas and, inside premium hospitality areas, signature Jameson-inspired cocktail recipes.
Jameson, owned by spirits giant Pernod Ricard, already has a strong presence in the US market, where it is the official whiskey of the Major League Soccer competition.
The whiskey brand is the latest partner for the NFL in Dublin as the league pushes to consolidate its presence in the market.
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By GlobalDataMost recently, e-commerce and merchandise giant Fanatics expanded its presence with the league to cover the 2025 international games in Ireland and the UK.
The NFL has also agreed a free-to-air broadcast partnership in Ireland with Virgin Media specifically to show the league’s six European international fixtures in 2025.
In addition to the six-game slate of global games, Virgin Media will also showcase three post-season playoffs and the season-ending Super Bowl showpiece fixture, all free-to-air.
In terms of other distribution in the market, the league’s existing primary media rights partnership in the country is its long-running broadcast deal with pay-TV heavyweight Sky Sports that was renewed last month.
Other partners of the NFL in the UK and Ireland include crisp brand McCoy’s and confectionery manufacturer Ferrara’s Nerds brand.
