Jameson Irish Whiskey will replace Diageo as the official spirits sponsor for the National Football League (NFL). On Thursday, Jameson announced that parent company Pernod Ricard inked a multiyear deal with the NFL, handing exclusive marketing rights at certain national and international matches to the Irish whiskey category leader.
According to a report in Sports Business Journal, Pernod Ricard’s partnership is worth approximately $20 million each year. The announcement comes a few months after Diageo’s decision to forgo renewing its five-year, cross-portfolio contract with the league in April. Diageo, owner of brands like Bailey’s, Crown Royal, Johnnie Walker, Smirnoff, and Tanqueray, became the NFL’s first official spirits sponsor in 2021.
