MLS and Jameson Forge Multi-Year North American Partnership, Making Jameson the Official Whiskey of MLS and the MLS All-Star Gameday Hospitality

By DaMarko Webster

Major League Soccer (MLS) and Jameson, the world’s top-selling Irish whiskey, have announced a multi-year North American partnership, cementing Jameson as the Official Whiskey of MLS and the MLS All-Star Gameday Hospitality. This collaboration introduces a new chapter in Jameson’s ongoing “Must Be a Jameson” campaign, celebrating shared passions and community connections.

Through this partnership, Jameson aims to foster deeper connections with soccer enthusiasts across North America. The brand will feature prominently in MLS national broadcasts on MLS Season Pass and FOX, alongside in-stadium promotions. Digital marketing campaigns, out-of-home advertisements, and unique on-site experiences will also be key components of this collaboration.

As part of its strong presence, Jameson will sponsor the MLS All-Star Gameday Hospitality presented by Jameson and play an integral role in the annual MLS All-Star Game. Moreover, Pernod Ricard North America, the parent company of Jameson, will showcase its diverse portfolio during MLS Cup celebrations for the league champions.

“This league sponsorship is a first-of-its-kind partnership for Pernod Ricard North America,” stated Conor McQuaid, Chairman and CEO of Pernod Ricard North America. “Soccer is surging in popularity across North America, and the MLS community is unmatched in energy and enthusiasm. We’re thrilled to bring the warm and welcoming spirit of Jameson to this vibrant fanbase.”

To further its impact, Jameson has partnered with six MLS clubs—Chicago Fire FC, Houston Dynamo FC, LA Galaxy, New York City FC, Orlando City SC, and San Diego FC. These collaborations will include in-stadium branding, local community initiatives, player appearances, matchday activations, and custom content creation.

The partnership comes as MLS rides an unprecedented wave of growth. Currently in its record-setting 29th season, the league is enjoying expanded viewership through its second year on MLS Season Pass via Apple TV. North America’s soccer prominence will further escalate with marquee events like the 2025 Concacaf Gold Cup, the 2025 FIFA Club World Cup, and the 2026 FIFA World Cup, which will take place across the U.S., Canada, and Mexico.

Gary Stevenson, Deputy Commissioner of MLS and President of Soccer United Marketing, remarked, “During this significant period of growth for soccer, Major League Soccer is proud to partner with Pernod Ricard North America to spotlight the Jameson brand.”

As soccer continues its ascent in North American sports culture, the MLS-Jameson partnership exemplifies the perfect blend of shared passions, community connection, and fan engagement. Together, they are poised to redefine the game-day experience and elevate soccer’s cultural footprint across the continent.