Jameson and MLS expand fan culture campaign

Jameson has launched a new global brand platform, It’s What You Bring, celebrating football fandom across culture, music and fashion. The campaign, created in partnership with Major League Soccer (MLS), positions the brand as a supporter of how fans express identity beyond the pitch, with activations planned throughout the MLS season and ahead of a major international football tournament this summer.

The platform will roll out across stadiums, neighbourhood activations, watch parties and retail experiences, highlighting the ways fans engage with the sport during matchdays and beyond.

J Balvin leads campaign blending music and football

Jameson has launched the campaign with a hero film featuring global artist J Balvin, who appears as part of a narrative connecting music culture with football fandom.

J Balvin: “Music and soccer have always been a major creative catalyst for me - especially the way they connect people everywhere, instantly. Teaming up with Jameson for ‘It’s What You Bring’ aligns perfectly with what I aim to do through my music: bring people together. The passion of the sport - the energy of every fan, voice and moment - carries the same electricity I feel when a crowd connects to a track.”

KidSuper collaboration brings fashion into football culture

Jameson has also partnered with fashion label KidSuper to release a limited-edition capsule collection inspired by football culture. The collection was designed by Colm Dillane, founder of KidSuper, and includes apparel such as tracksuits, jerseys, hoodies and hats.

Colm Dillane: “Being part of this campaign means a lot to me and brings me even closer to the sport that inspires so much of my creative approach. Working with Jameson on this capsule collection, and appearing in the ‘It’s What You Bring’ hero film, gives me the chance to honor my Irish heritage and the culture that fuels my work.”

MLS partnership expands fan activations

Major League Soccer will feature prominently in the campaign as Jameson continues its role as Official Whiskey of the league. The initiative includes club-specific bottle designs for teams such as Chicago Fire FC, LA Galaxy, New York City FC and Orlando City SC, alongside a national MLS edition.

The bottles include QR codes linking to a promotional sweepstake offering fans a chance to win a trip to Charlotte, North Carolina, for the MLS All-Star Game.

Colin Kavanagh, Chief Marketing Officer of Pernod Ricard North America: “As the global popularity of soccer continues to soar - and its influence expands across music, fashion, community, and culture - Jameson is proud to launch the ‘It’s What You Bring’ campaign as a tribute to the fans who bring unmatched energy, individual style, and undeniable passion to the world’s game.”

Campaign extends across US fan experiences

Jameson will activate the platform through watch parties, stadium experiences and sampling events across MLS partner cities including Chicago, Houston, Los Angeles, New York, Orlando and San Diego.

The campaign will also be supported by digital content hubs and social channels, with additional activations planned throughout the season as football audiences build toward the global tournament period.

www.jamesonwhiskey.com

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