Jameson and EFL join forces with new four-year deal

Jameson Irish Whiskey has been unveiled as an Official Partner of the English Football League (EFL) ahead of the 2023/24 season. The exciting new collaboration will see the brand highlight its commitment to football across the EFL’s three divisions until the end of the 2026/27 season, and builds on its work within the grassroots football space following Jameson’s ongoing nationwide sponsorship of the biggest small-side pitch provider in the UK, Powerleague.

The partnership is Jameson’s first foray into English professional football. As an Official Partner of the EFL, Jameson will have a strong presence with all 72 Member Clubs across the Sky Bet Championship, League One and League Two, along with the EFL’s five Wembley finals. Jameson will be visible on assets such as pitch-side LEDs and big screens in stadia, delivering ‘responsible drinking’ messages. Additionally, the brand will have a presence on the EFL website, digital and social media channels.

Comedians and football pundits helped officially launch Jameson’s four-year partnership with the EFL at London’s Classic Football Shirts. Sky Sports’ David Prutton led the Jameson Kick Off Quiz Night – a gameshow event featuring former Wycombe Wanderers striker, Adebayo Akinfenwa and comedian and Leeds United fan, Maisie Adam team captains. Former Coventry City, Aston Villa and Cambridge United striker Dion Dublin and TV presenter Bianca Westwood also joined in on the fun as panellists.

“Football brings people together in so many ways and building on Jameson’s existing partnerships within the grassroots community, we’re excited to be supporting the EFL and its Member Clubs over the next four years,” said Leanne Banks, Marketing Director at Pernod Ricard UK. “We both share a passion for football at every level, and what better way to celebrate this than by becoming an Official Partner of the EFL and demonstrating our support to fans of the game.”

Ben Wright, Chief Commercial Officer of the EFL, said: “We’re pleased to welcome a global brand with the history and prestige of Jameson as an Official Partner, highlighting an ever-growing interest in the EFL and our competitions. As we get ready for another exciting EFL season kicking off next week, Jameson’s investment into the 72 Clubs demonstrates the brand’s commitment to supporting football across England and Wales. It was clear early on in our discussions with Jameson that this long-term agreement highlights our shared passion for the game and we look forward to developing the partnership over the four-year period.”

Jameson is performing ahead of Total Whisky in the Off-Trade (+3.1 per cent value growth vs. -2.6 per cent for the category), and is leading the growth of Irish Whiskey in the UK, with Jameson Original holding a 74.3 per cent value share.