It's What You Bring": Jameson Celebrates Soccer Fandom with J Balvin and MLS Partnership
Jameson, the world's leading Irish whiskey and the Official Whiskey of Major League Soccer (MLS), has launched a new platform called "It's What You Bring" to celebrate soccer fandom in all its forms. The campaign highlights how fans express themselves through the sport, from matchday rituals to community activities. Global music superstar J Balvin is featured in the campaign, emphasizing the connection between music, culture, and soccer.
In collaboration with KidSuper, Jameson has introduced a limited-edition soccer-inspired capsule collection designed by Colm Dillane. The collection combines Jameson's heritage with KidSuper's New York energy and creative expression. Fans can expect a range of apparel items that pay homage to Irish roots and the unique flair fans bring to the game.
As the Official Whiskey of MLS, Jameson has partnered with MLS clubs to create limited-edition team bottles inspired by iconic club colors and crests. Fans can show their support for their home teams with these specially designed bottles, which also offer a chance to win prizes through a sweepstake. Additionally, Jameson is hosting official watch parties, fan-first viewing experiences, in-stadium activations, and sampling events throughout the season.
Colin Kavanagh, CMO of Pernod Ricard North America, expressed pride in the partnerships with J Balvin, Colm Dillane, and Major League Soccer, highlighting the brand's commitment to celebrating the energy, style, and passion that fans bring to the sport. With the 2026 season underway and the global tournament approaching, Jameson aims to engage with the soccer community nationwide and connect fans through its MLS partnership.
Fans can visit the Jameson Soccer Hub and @JamesonUS to explore the "It's What You Bring" campaign, shop the Jameson x KidSuper capsule collection, discover the limited-edition MLS team bottles, and participate in MLS fan activations across the country. Join Jameson in celebrating the culture and passion of soccer fans worldwide.