{"id":651392,"date":"2026-05-06T11:02:10","date_gmt":"2026-05-06T11:02:10","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/651392\/"},"modified":"2026-05-06T11:02:10","modified_gmt":"2026-05-06T11:02:10","slug":"jameson-teams-up-with-j-balvin-and-kidsuper-for-soccers-big-year","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/651392\/","title":{"rendered":"Jameson Teams Up With J Balvin and KidSuper for Soccer’s Big Year"},"content":{"rendered":"

In the midst of the 31st Major League Soccer (MLS) season and with the FIFA World Cup starting in June, Jameson Irish Whiskey<\/a> is bringing together music, fashion, and fans to celebrate the sport.<\/p>\n

Now in its second year as the official whiskey of MLS, the Pernod Ricard<\/a>-owned brand is launching a new campaign, \u201cIt\u2019s What You Bring.\u201d The work features a new film, season-long fan activations, and collaborations with musician J Balvin and streetwear brand KidSuper, founded by Colm Dillane.<\/p>\n

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. \u201cThe fire, the flare, the ball in the air,\u201d he says.<\/p>\n

Other pedestrians join in, including Dillane, who arrives to deliver fresh limes to Balvin. By the end, the group raises a toast to friendship.<\/p>\n

\u201c\u2019It\u2019s What You Bring\u2019 is Jameson\u2019s new sports platform\u2014a call to action to celebrate the fans, their energy, and their creativity,\u201d Kristen Colonna, vp of marketing for Jameson, told ADWEEK. \u201cWhat better platform to engage the next generation of Jameson and soccer fans than MLS?\u201d<\/p>\n

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.<\/p>\n

The campaign, created by Ogilvy, will span TV, online video, paid digital and social, audio, out-of-home, ecommerce, and creator marketing.<\/p>\n

Celebrating connection<\/p>\n

According to Colonna, \u201cIt\u2019s What You Bring\u201d was inspired by Jameson\u2019s brand purpose: bringing people together, much as the film shows strangers gathering around a soccer ball.<\/p>\n

\u201cWhether that\u2019s 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,\u201d Colonna said. \u201cWe hope \u2018It\u2019s What Your Bring\u2019 captures that spirit and invites fans of all backgrounds to feel welcomed into the experience, in whatever form it takes.\u201d<\/p>\n

\"\"<\/p>\n

As the world\u2019s 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.<\/p>\n

Intersection of sports and culture<\/p>\n

Jameson is also aiming for a broader cultural impact through the campaign\u2019s music and fashion partnerships.\u00a0<\/p>\n

\u201cJ 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,\u201d said Colonna.<\/p>\n

The KidSuper capsule collection, designed by Dillane, features nine pieces, including a signature track suit, soccer jerseys, hats, hoodies, and t-shirts.<\/p>\n

\u201cAs soccer dominates cultural conversations, style follows,\u201d Colonna said. \u201cThe Jameson x KidSuper collection brings a distinctive visual identity to the campaign, blending streetwear, sport and storytelling.\u201d<\/p>\n

Both partnerships were natural fits, Colonna added, because Balvin and Dillane are soccer fans who co-manage Super Ni\u00f1os FC in the Baller League, an indoor soccer competition.<\/p>\n

\"teaser-image\"<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":"In the midst of the 31st Major League Soccer (MLS) season and with the FIFA World Cup starting…\n","protected":false},"author":2,"featured_media":651393,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[440],"tags":[49,48,241854,241855,1906,561,82,26571,13009],"class_list":["post-651392","post","type-post","status-publish","format-standard","has-post-thumbnail","category-soccer","tag-ca","tag-canada","tag-creative-advertising","tag-creativity-x-culture","tag-library","tag-soccer","tag-sports","tag-sports-marketing-news","tag-world-cup"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/651392","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=651392"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/651392\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/651393"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=651392"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=651392"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=651392"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}