Pernod Ricard’s Jameson Irish whiskey brand has launched a new campaign with a focus on responsible drinking as part of its ongoing collaboration with the English Football League (EFL). 

Jameson was first announced as an official EFL partner ahead of the 2023/2024 season. As brand owners look to further their commitment to promoting responsible drinking in the football scene, the latest EFL campaign encourages drinkers to ‘Sip Wisely’, while directing consumers to resources such as low/no cocktail recipes and tips on mindful drinking. 

Live now across 72 football clubs, the activation will run on EFL and club websites, video-on-demand via Sky Sports, matchday programmes, social media and in-stadium big screens and digital boards.

Josh McCarthy, brand director for Pernod Ricard UK, said: “We’re six months into our partnership with the EFL and our presence across all 72 clubs has given us a captive weekly audience. It was a no brainer to dial up our responsible drinking messaging to encourage people to make wise decisions when it comes to their alcohol intake. 

“At Jameson, we believe that you don’t have to go all out in social spaces to be good craic and meet new people, and our Sip Wisely campaign is designed to ensure people feel comfortable about their choice when it comes to alcohol. Football brings people together in so many ways and we’re relishing the opportunity to be in the thick of it each week with fans up and down the country, who choose to come together to enjoy a shared moment with friends and family.”