Jameson Irish Whiskey has announced a multi-year partnership as the Official Spirits Sponsor of the National Football League (NFL).

The collaboration marks a significant expansion of the brand’s commitment to sports fandom, placing Jameson Irish blended whiskey at the heart of some of the NFL’s biggest moments, including the Super Bowl, NFL Draft and International Games.

With the NFL set to stage a record-breaking nine games across four continents, seven countries and eight stadiums, Jameson will serve as an official sponsor of four NFL International Games each year.

As presenting sponsor of the Super Bowl Tailgate Concert, Jameson will become part of one of sport’s most iconic pre-game traditions. Throughout the US season, the brand said it will create welcoming spaces where fans can connect, celebrate and share smooth moments together at the Super Bowl Experience, the NFL Draft and other key league events.

Commenting on the partnership, Jennifer English, Global Brand Vice President of Jameson, said: “American football brings people together through a shared passion for the game and the moments of connection that surround it. At Jameson, smoothness has always been more than what’s in the glass; it’s a way of bringing people together. From game-day traditions to gathering with friends, those moments of connection are at the heart of our brand. That’s why we’re excited to partner with the NFL as Official Spirits Sponsor, helping fans connect and create memorable experiences throughout the season.”

The collaboration will also extend across broadcast, digital and social channels through bespoke media integrations and content created in partnership with NFL Films, delivering storytelling tailored to today’s football fans.