The deal includes sponsorship of major league events including the Super Bowl, NFL Draft and NFL International Games, with Jameson also becoming the Presenting Sponsor of the Super Bowl Tailgate Concert. With this partnership, Jameson should be able to actually say “NFL” in its American football-related campaigns going forward, something the brand was careful to tiptoe around previously. In addition to league-wide activations, Jameson said it plans to create fan experiences at the Super Bowl Experience, NFL Draft and other league events throughout the season. “We are incredibly excited to welcome Jameson into the NFL family as our Official Spirits Sponsor,” said Renie Anderson, the NFL’s executive vice president and chief revenue officer. Jameson said fans can expect additional details on sweepstakes, local events and game-day cocktail recipes throughout the upcoming NFL season.