In the midst of the 31st Major League Soccer (MLS) season and with the FIFA World Cup starting in June, Jameson Irish Whiskey is bringing together music, fashion, and fans to celebrate the sport.
Now in its second year as the official whiskey of MLS, the Pernod Ricard-owned brand is launching a new campaign, “It’s What You Bring.” The work features a new film, season-long fan activations, and collaborations with musician J Balvin and streetwear brand KidSuper, founded by Colm Dillane.
In the ad, a soccer fan kicks a ball along an urban sidewalk as J Balvin exits a nearby bar. A reggaeton beat comes in as Balvin begins reciting lyrics inspired by the sport. “The fire, the flare, the ball in the air,” he says.
Other pedestrians join in, including Dillane, who arrives to deliver fresh limes to Balvin. By the end, the group raises a toast to friendship.
“’It’s What You Bring’ is Jameson’s new sports platform—a call to action to celebrate the fans, their energy, and their creativity,” Kristen Colonna, vp of marketing for Jameson, told ADWEEK. “What better platform to engage the next generation of Jameson and soccer fans than MLS?”
Activations include a limited-edition KidsSuper capsule collection designed by Dillane and inspired by the sport, as well as limited-edition Jameson bottles with branding tied to four partner clubs: Chicago Fire FC, LA Galaxy, New York City FC, and Orlando City FC, plus a national MLS bottle.
The campaign, created by Ogilvy, will span TV, online video, paid digital and social, audio, out-of-home, ecommerce, and creator marketing.
Celebrating connection
According to Colonna, “It’s What You Bring” was inspired by Jameson’s brand purpose: bringing people together, much as the film shows strangers gathering around a soccer ball.
“Whether that’s a tailgate or watch party, neighborhood pub, or wherever else the game unfolds, we aim to celebrate the moments of connection that live beyond the pitch,” Colonna said. “We hope ‘It’s What Your Bring’ captures that spirit and invites fans of all backgrounds to feel welcomed into the experience, in whatever form it takes.”
As the world’s biggest sport, soccer helps Jameson advance that mission. To extend the spirit of connection further, the brand will host official watch parties with its MLS club partners, in-stadium activations, and sampling events with giveaways.
Intersection of sports and culture
Jameson is also aiming for a broader cultural impact through the campaign’s music and fashion partnerships.
“J Balvin is a global cultural icon whose influence extends beyond music into fashion and sport. His passion for creativity and community naturally aligns with our brand,” said Colonna.
The KidSuper capsule collection, designed by Dillane, features nine pieces, including a signature track suit, soccer jerseys, hats, hoodies, and t-shirts.
“As soccer dominates cultural conversations, style follows,” Colonna said. “The Jameson x KidSuper collection brings a distinctive visual identity to the campaign, blending streetwear, sport and storytelling.”
Both partnerships were natural fits, Colonna added, because Balvin and Dillane are soccer fans who co-manage Super Niños FC in the Baller League, an indoor soccer competition.
