Jameson has launched a new football-focused marketing platform, “It’s What You Bring“, bringing together Colombian artist J Balvin and New York fashion label KidSuper as Major League Soccer’s (MLS) official whiskey. The campaign was announced in New York on 6 May 2026 and will run through the MLS season, with activity also timed “in advance of this summer’s global soccer tournament”.
The Pernod Ricard-owned Irish whiskey brand said the platform aims to highlight “soccer fandom in all forms” through music, fashion and local events linked to matchday rituals and fan culture beyond the 90 minutes on the pitch. It will include a hero film featuring J Balvin, alongside a limited-edition clothing collaboration and special bottles tied to specific MLS clubs.
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“At the centre of the campaign is global music superstar J Balvin, who steps in to show how music, culture and soccer collide,” the company said in its announcement. It added that, in the film, “J Balvin and Jameson dial-up the rhythm, pulse and smoothness that become the soundtrack of the world’s game.”
The brand has also partnered with KidSuper on a nine-piece capsule collection designed by Colm Dillane, the Brooklyn-based founder of the label. Jameson said the range “blends Jameson’s 200-year heritage with KidSuper’s unmistakable New York energy and bold creative expression”, and it is due to launch on Friday, 8 May. Items include a track suit, football jerseys, ballcaps, a hoodie and a T-shirt, with design elements referencing both the designer’s and the brand’s Irish roots.
Alongside the fashion drop, Jameson is releasing limited-edition bottles created with four MLS clubs—Chicago Fire FC, LA Galaxy, New York City FC and Orlando City SC—plus a national MLS-inspired bottle. The company said each design draws on club colours and crests, and it positioned the bottles as a way for fans to pair “matchday pride” with cocktails such as a “Jameson Ginger and Lime”.
Each bottle will include a QR code linking to the Jameson “Goal-Den Ticket” sweepstake, which offers prizes including a trip for two to Charlotte, North Carolina, for the MLS All-Star Game, subject to eligibility rules published by the brand: .
Jameson also plans watch parties, in-stadium activations and sampling events across partner markets including Chicago, Houston, Los Angeles, New York City, Orlando and San Diego. MLS is due to resume play on 16–17 July during the closing week of the summer tournament, with matches airing on Apple TV and FOX, the company said.
