Football Trade Directory

EFL announce new league partner

The English Football League (EFL) have announced a four year partnership with Jameson.

Jameson’s four-season deal will see the whiskey giant highlight its commitment to football across the EFL’s three divisions until the end of the 2026/27 season.

The partnership with EFL is Jameson’s first foray into English professional football and builds on the brand’s work within the grassroots football space following its ongoing nationwide sponsorship of the biggest small-side pitch provider in the UK, Powerleague.

As an Official Partner of the EFL, Jameson will have a strong presence with all 72 Member Clubs across the Sky Bet Championship, League One and League Two, along with the EFL’s five Wembley finals. Additionally, the brand will have a presence on the EFL website, digital and social media channels.

Jameson will leverage EFL inventory to deliver ‘responsible drinking’ messages and ensure that the partnership is marketed responsibly and in line with Portman Group requirements for partnerships.

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, said: “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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