Jameson Celebrates Soccer Fandom with J Balvin and KidSuper Collaboration

Celebrating Soccer Culture with Jameson

In an exciting move that brings together the worlds of sports, music, and fashion, Jameson Irish Whiskey has partnered with music sensation J Balvin and the innovative KidSuper studio, led by Colm Dillane, on a campaign titled "It's What You Bring." This campaign is designed to honor the fervor of soccer fandom and the unique ways fans express their loyalty and style, making it much more than just a game.

Unveiling the Campaign

Launched as part of Jameson's ongoing commitment to soccer culture, the campaign celebrates the unifying power of the sport. From the passionate chants filling the stadiums to the street-level pickup games, soccer creates vibrant communities that transcend just the final whistle. Throughout the Major League Soccer (MLS) season, and in anticipation of this summer's global tournament, the campaign will include community activations, fashion elements, and, of course, music.

J Balvin, an internationally acclaimed music star, has been brought on board to amplify the campaign's messaging. With his unique ability to connect with audiences, he is set to showcase how music intertwines with culture and soccer. In J Balvin's words, "Music and soccer have always been a major creative catalyst for me - especially the way they connect people everywhere, instantly." By merging rhythms and the essence of soccer, he aims to encapsulate the spirit of this beloved sport.

KidSuper's Capsule Collection

In addition to the star-studded launch, Jameson teams up with KidSuper to unveil a limited-edition capsule collection that highlights the vibrant soccer culture. Designed by the Brooklyn-based creative Colm Dillane, this collection features a nine-piece lineup, including track suits, soccer jerseys, hats, hoodies, and t-shirts. Each piece is uniquely crafted, reflecting both Jameson's rich heritage and KidSuper's dynamic New York flair.

As Dillane puts it, “Being part of this campaign means a lot to me and brings me even closer to the sport that inspires so much of my creative approach.” The capsule collection debuted on May 8 and is available for fans eager to express their passion for soccer fashionably.

Limited-Edition MLS Bottle Collection

To further enhance fan engagement, Jameson introduces a special limited-edition bottle collection featuring iconic designs that draw from MLS club colors and crests. Clubs such as Chicago Fire FC, LA Galaxy, New York City FC, and Orlando City SC are highlighted, allowing fans to show support for their favorite teams. Each bottle also features a QR code, giving fans a chance to enter the Jameson® Irish Whiskey Goal-Den Ticket Soccer Sweepstakes for a chance to win a trip to the MLS All-Star Game.

Engaging Fans Across the Country

Moreover, Jameson is actively fostering community connections through watch parties and fan-first viewing experiences throughout the MLS season, providing a space for fans to come together and celebrate the sport. With in-stadium activations and exclusive sampling events, Jameson aims to create memorable experiences, ensuring fans feel closer to the action on and off the pitch.

Conclusion

As Colin Kavanagh, CMO of Pernod Ricard North America, stated, “There's no better proof of that than our Jameson partnerships with J Balvin, Colm Dillane of KidSuper, and Major League Soccer." By launching the "It's What You Bring" campaign, Jameson not only pays homage to the passionate supporters of soccer but also enhances its brand presence within the thriving culture surrounding it.

Fans are encouraged to visit the Jameson Soccer Hub or follow @JamesonUS for more updates on the campaign, the capsule collection, and how to participate in fan-centric activations across the U.S. Soccer is more than just a game—it's a lifestyle that brings people together, and Jameson is here to toast to that.