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Jameson signed a multiyear deal as the Official Spirits Sponsor of the NFL, taking the title off Diageo, which had held it since 2021. Pernod Ricard’s Irish whiskey gets presenting sponsorship of the Super Bowl Tailgate Concert plus branded space at the Super Bowl Experience and the NFL Draft. Global rights everywhere except Brazil and Mexico cover four International Games a year with pitch-side LED boards and hospitality packages, which is the part worth watching given the league is playing a record nine games abroad this season. The rest of it points straight at neighborhood bars. Jameson is running team-level deals with eight franchises, including the Packers, Eagles, and both New York clubs, alongside local bar takeovers and 20 sweepstakes tied to the Combine, Draft, and Super Bowl. It all starts this fall.
