Jameson Joins MLS as Official Whiskey Partner in Landmark Deal

Jameson is now the official whiskey of Major League Soccer (MLS) through a multiyear deal with Pernod Ricard. The partnership includes marketing rights across all spirits except rum, which remains with Captain Morgan.

Jameson will feature in MLS broadcasts, in-stadium promotions, digital campaigns, and out-of-home ads. It will also sponsor MLS All-Star Gameday Hospitality and be the official whiskey of MLS Next Pro. Pernod Ricard’s other brands, like Absolut and Beefeater, will appear at premium MLS events.

This marks Jameson’s first national U.S. sports partnership, shifting from team-specific deals to a league-wide focus.