Exclusive: $12 billion liquor giant Pernod Ricard inks MLS sponsorship for Jameson whiskey brand.

  • Published In: Fortune.com, 2024. P. N.PAG 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Confino, Paolo 3 of 3

Abstract

The article discusses a multiyear sponsorship agreement between global spirits conglomerate Pernod Ricard and Major League Soccer (MLS) for Pernod Ricard's Jameson brand of Irish whiskey. This partnership marks Pernod Ricard's largest sports sponsorship in North America and aims to capitalize on the growing popularity of soccer in the U.S., particularly among younger and more diverse audiences. The MLS has experienced record attendance and sponsorship revenue growth, partly attributed to high-profile players like Lionel Messi and a significant media rights deal with Apple. The sponsorship is expected to enhance Jameson's visibility during key MLS events, coinciding with the upcoming 2026 men's World Cup in the U.S. [Extracted from the article]

Additional Information

  • Source:Fortune.com. 2024/12, pN.PAG
  • Document Type:Article
  • Subject Area:Sports and Leisure
  • Publication Date:2024
  • Accession Number:181489139
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