EFL Toasts Irish Whiskey Deal

The English Football League (EFL) has announced a new partnership with Jameson Irish whiskey.

The four-year deal sees the whiskey brand become an official partner of the league ahead of the 2023/24 season.

The agreement will span across all three of the EFL divisions – Championship, League One and League Two – until the end of the 2026/27 season.

The partnership with EFL is Jameson’s first foray into English professional football, joining a sponsorship roster that includes a grassroots football deal with UK small-side pitch provider Powerleague.

As per the agreement, Jameson will benefit from branding presence across all 72 member clubs in the three divisions, along with the EFL’s five Wembley finals. Additionally, branding will appear across the EFL website, digital and social media channels.

Jameson has also stated that it will ‘leverage EFL inventory to deliver ‘responsible drinking’ messages and ensure that the partnership is marketed responsibly‘.

Ben Wright, Chief Commercial Officer of the EFL, said, “We’re pleased to welcome a global brand with the history and prestige of Jameson as an official partner, highlighting an ever-growing interest in the EFL and our competitions.

“As we get ready to kick off another exciting EFL season in less than a month’s time, Jameson’s investment into the 72 clubs demonstrates the brand’s commitment to supporting football across England and Wales. It was clear early on in our discussions with Jameson that there was a shared passion for the game, and we look forward to developing the partnership over the four-year period.”

Leanne Banks, Marketing Director at Pernod Ricard UK, added, “Football brings people together in so many ways and building on Jameson’s existing partnerships within the grassroots community, we’re excited to be supporting the EFL and its member clubs over the next four years.

“We both share a passion for football at every level, and what better way to celebrate this than by becoming an official partner of the EFL and demonstrating our support to fans of the game.”

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