Jameson and the English Football League (EFL) have teamed up to launch ‘Sip Wisely. Water is always a super sub’, a campaign aimed at promoting responsible drinking in British football culture.
The campaign will be promoted through five different channels, including in-stadium big screens and digital boards, video-on-demand via Sky Sports, EFL and club websites, social media, and matchday programmes in all 72 EFL clubs.
It has also created tips to educate and empower people to make smarter drinking decisions at home and out. These tools include tips, delicious low and no-cocktail recipes and an excuse generator.
Josh McCarthy brand director for Pernod Ricard UK said: “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.”
The collaboration aims to showcase its dedication to football across the three divisions until the end of 2026/27. The partnership also builds on its work within grassroots football, which includes the company’s sponsorship of the biggest small-side pitch provider in the UK, Powerleague.
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