Jameson highlights Community & Connections behind Soccer Fan Culture

Jameson, the Official Whiskey of Major League Soccer (MLS),  launched “It’s What You Bring,” the brand’s new platform that celebrates soccer fandom in all forms. Throughout the MLS season, and in advance of this summer’s global soccer tournament, “It’s What You Bring” will come to life through music, fashion, and community activations that honor how fans express themselves through the sport. From stadiums erupting with roars and matchday rituals to neighborhoods where pick-up games unfold and watch parties stretch into the night, Jameson champions soccer culture and all the ways it lives beyond the 90 minutes on the pitch.

At the center of the campaign is global music superstar J Balvin, who steps in to show how music, culture and soccer collide. In a new hero film, J Balvin and Jameson dial-up the rhythm, pulse and smoothness that become the soundtrack of the world’s game.

“Music and soccer have always been a major creative catalyst for me – especially the way they connect people everywhere, instantly,” said Balvin. “Teaming up with Jameson for ‘It’s What You Bring’ aligns perfectly with what I aim to do through my music: bring people together. The passion of the sport – the energy of every fan, voice and moment – carries the same electricity I feel when a crowd connects to a track. I’m excited to be part of this campaign for the culture and the fans who make it so much more than a game.”

Jameson has also teamed up with KidSuper to launch a limited-edition, soccer-inspired capsule collection that spotlights the unique flair fans bring to the game. Designed by Colm Dillane, the Brooklyn-based founder and creative visionary behind KidSuper, the new collection blends Jameson’s 200-year heritage with KidSuper’s unmistakable New York energy and bold creative expression. The nine-piece capsule, dropping this Friday, May 8, includes a signature track suit, soccer jerseys, hats, hoodie and t-shirt. The pieces feature a mix of textiles, embellishments and logos that pay homage to both Dillane’s and Jameson’s Irish roots.

“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,” said Dillane. “Working with Jameson on this capsule collection, and appearing in the ‘It’s What You Bring’ hero film, gives me the chance to honor my Irish heritage and the culture that fuels my work. It also brings me together with my longtime friend, J Balvin, who has supported KidSuper since day one. We teased a few pieces during Paris Fashion Week earlier this year, and now I’m excited to debut the full collection. It reflects the style, spirit, and global influence of the game, and I know fans are going to feel that.”

As Jameson marks its second year as the Official Whiskey of MLS, the brand is giving fans a new way to show love for their home teams with a limited‑edition bottle collection created in partnership with the brand’s partner MLS clubs. This includes Chicago Fire FC, LA Galaxy, New York City FC and Orlando City SC, along with a national MLS-inspired bottle. Each specially designed bottle draws inspiration from iconic club colors and crests – making it easy for fans to pair their matchday pride with simple, smooth and refreshing cocktails like a Jameson Ginger and Lime. The limited-edition bottles include a QR code that takes fans directly to the Jameson® Irish Whiskey Goal-Den Ticket Soccer Sweepstake for a chance2 to win a trip for two to Charlotte, NC, for the MLS All-Star Game and other prizes.

Jameson is also creating ways for fans to get closer to the action all season long through official watch parties with MLS club partners, fan‑first viewing experiences tied to major global soccer moments, in‑stadium activations at select MLS matches, and Jameson sampling events offering limited‑edition giveaways. These fan activations will roll out across Jameson’s MLS partner markets (Chicago, Houston, LA, NYC, Orlando, San Diego) throughout the season, with more details shared via Jameson’s official Soccer Hub as dates are confirmed.

“It’s been said that good things come in threes, and there’s no better proof of that than our Jameson partnerships with J Balvin, Colm Dillane of KidSuper and Major League Soccer,” said Colin Kavanagh, CMO of Pernod Ricard North America. “As the global popularity of soccer continues to soar – and its influence expands across music, fashion, community, and culture – Jameson is proud to launch the ‘It’s What You Bring’ campaign as a tribute to the fans who bring unmatched energy, individual style, and undeniable passion to the world’s game.”