Irish whiskey brand Jameson has partnered with Sky Sports and the English Football League (EFL) for a new brand campaign targeting millennial and gen z audiences.
Building on its existing partnership, Jameson is refreshing its suite of idents featured in Sky Sports’ coverage of the EFL Championship, League One and League Two.
The spots, created by tech-powered production company Untold Fable in partnership with Pernod Ricard’s in-house agency The Mix Northern Europe, will feature on Sky Sports Main Event for EFL games throughout the whole of the 2025-26 season.
“After two years establishing ourselves in the EFL we wanted to bring more of our true Jameson personality to the screens – something more ownable and unmistakably Jameson,” said Josh McCarthy, brand director at Pernod Ricard UK.
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“Working with Untold Fable, Sky Sports and the EFL, we’ve created a series of idents that tap into the humour of being a football fan, while showing that Jameson is with the fans no matter what happens during the season.”
The campaign will also reinforce Jameson’s message of drinking responsibly and is the latest chapter in the Cork-based brand’s longstanding partnership with the EFL.
Kate Tancred, CEO and founder of Untold Fable added: “We’re proud to collaborate with Jameson, Sky and the EFL on a campaign that celebrates football fandom in a fresh, lighthearted way. Our goal was to create content that feels authentic to the matchday experience while also staying true to Jameson’s voice.
“Filming took place at the Faltering Fullback pub in Finsbury Park, a fan favourite, which provided the perfect setting for our crew to capture authentic pub moments. The campaign celebrates football culture at its finest, spotlighting fans, community and the unmistakable Jameson spirit.”
