EFL collaborates with Jameson on a four year deal

Avatar
Jameson
Image credit: Jameson

Jameson Irish whiskey has been unveiled as an Official Partner of the English Football League (EFL) ahead of the 2023/24 season.

With a four-year contract, Jameson will showcase its dedication to football in all three EFL levels through the end of the 2026–2027 campaign.

Jameson’s first venture into English professional football is its collaboration with the EFL, which expands on the brand’s efforts in grassroots football after it continued to support Powerleague, the largest small-side pitch provider in the UK, nationally.

Jameson will be heavily involved with all 72 Member Clubs in the Sky Bet Championship, League One, and League Two, as well as the five EFL Wembley finals, as an Official Partner of the EFL. In addition, the brand will be present on digital, social media, and the EFL website.

“We’re pleased to welcome a global brand with the history and prestige of Jameson as an Official Partner, highlighting an ever-growing interest in the EFL and our competitions, Ben Wright, Chief Commercial Officer of the EFL,” he said via press release.

“As we get ready to kick off another exciting EFL season in less than a month’s time, Jameson’s investment into the 72 Clubs demonstrates the brand’s commitment to supporting football across England and Wales. It was clear early on in our discussions with Jameson that there was a shared passion for the game, and we look forward to developing the partnership over the four-year period.”

Marketing Director at Pernod Ricard UK, Leanne Banks, added via media release:

“Football brings people together in so many ways and building on Jameson’s existing partnerships within the grassroots community, we’re excited to be supporting the EFL and its Member Clubs over the next four years,.” she said.

“We both share a passion for football at every level, and what better way to celebrate this than by becoming an Official Partner of the EFL and demonstrating our support to fans of the game.”

The EFL season is currently three games into their 2023/2024 campaign.

Previous ArticleNext Article

IMG takes commercial lead on inaugural FIFA ASEAN Cup

Avatar
Image Credit: Vietnam Football Federation

IMG has been appointed to lead the global commercialisation of the inaugural FIFA ASEAN Cup, giving the new Southeast Asian national-team competition an established international sports business partner ahead of its first edition.

Under the strategic partnership, IMG will manage worldwide media and sponsorship rights sales while also overseeing broadcast production for the tournament, which takes place from 24 September to 5 October across Indonesia and Hong Kong, China.

The inaugural competition will feature 14 national teams, including all 11 ASEAN members alongside guest nations, with matches split between two divisions. Division 2 fixtures will be played in Jakarta and Badung, while Division 2 matches will be played in Hong Kong.

The agency’s role will include selling sponsorship and media inventory internationally while helping establish the broadcast infrastructure required to present the tournament to audiences outside Southeast Asia.

The partnership builds on IMG’s existing strategic relationship with PT Garuda Sepak Bola Indonesia, which has been working with the Football Association of Indonesia since 2025 on areas including commercial strategy, media rights, production and digital development.

For FIFA, the tournament creates another international football property in a region with a large and increasingly connected football audience.

For IMG, it adds another major regional property to a football portfolio that already includes competitions and organisations across Europe, the Americas, Asia and Africa.

The immediate challenge will be turning the inaugural tournament into a sustainable commercial property capable of attracting broadcasters and sponsors beyond its first edition.

If successful, the FIFA ASEAN Cup could provide Southeast Asian national teams with a recurring commercial platform while giving IMG another foothold in one of football’s developing markets.

GIS Sydney continues to connect students with Australia’s sports industry

Avatar
Image Credits: Global Institute of Sport

Following the launch of its Sydney campus in 2025, the Global Institute of Sport (GIS) is continuing to establish itself in the nation’s sports industry. A leading provider of degrees and executive education in sport, GIS provides students the chance to study at two of Australia’s biggest sporting venues: Allianz Stadium and the Sydney Cricket Ground (SCG).

Programs such as Sports Analytics and International Sports Business are delivered in collaboration with the University of Newcastle, and feature the chance for students to gain exclusive access to the sports industry.

More than 50 guest speakers have shared their experience with students studying at GIS Sydney, representing organisations like FIFA, Red Bull, Cricket Australia, and the AFL. While learning about the regional and national sports industry in the classroom, students have also had the chance to gain an international perspective through GIS’ signature Global Sports Summits, which have given Sydney students access to iconic sporting venues around the world from London to Miami.

Outside of the iconic venues students can call their classrooms, the organisation prioritises the real, industry placements needed to put theory into practice by providing each student with 140 hours of relevant work experience throughout their studies. Included in this are several sporting organisations who are keen to welcome GIS students on board, including the Professional Football Scouts Association (PFSA), Football Coaches Australia, and Basketball NSW.

GIS also has a partnership with popular network and app Yakka Sport to connect students with paid employment opportunities while they study.

Behind these advancements at the GIS Sydney campus is an Industry Advisory Board which features a host of experienced figures from the world of sport. Included in the Asia-Pacific branch is Chair James Rosengarten, GM of the Melbourne Renegades; Kevin Jang, Managing Director of CAA Stellar Korea; and Brad Lloyd, GM of the Carlton Football Club.

Since launching, GIS’ Sydney campus has ultimately combined its locations and industry connections to provide the next generation of sports professionals with the knowledge, network, and confidence to tackle the rapidly evolving sports industry.

Most Popular Topics

Editor Picks

Send this to a friend