Jameson, Sky Sports and The English Football League Get Fans New Season Ready
Irish whiskey brand Jameson has teamed up with Sky Sports and the English Football League (EFL) on a new brand campaign.
Building on the success of its existing partnership, Jameson is refreshing its suite of idents featured in Sky Sports’ coverage of the EFL. The spots, created by tech-powered production company Untold Fable in partnership with Pernod Ricard’s in-house agency The Mix Northern Europe, will feature on Sky Sports Main Event for EFL games throughout the whole of the 25/26 season.
Making their debuts during the Ipswich v Sheffield United match on Sky Sports Football tonight (Friday, September 12th), the idents will also be played on big screens in EFL stadiums nationwide across the entire football season.
Shot over two days in a North London pub and house, the new ads showcase the humour and relatability of EFL football fan culture, positioning Jameson as a trusted companion supporting fans through the highs and lows of the season. The spots include an awkward pre-match pub encounter, a pitch huddle reimagined in a North London living room and a line-up that ends with a surprise cameo from pup actor Pip.
Targeting millennial and gen z audiences, the campaign also reinforces Jameson’s message of drinking responsibly and is the latest chapter in the Irish whiskey brand’s longstanding partnership with the EFL. It follows Jameson’s St Patrick’s Day activation on Sky Sports earlier this year and an experiential event at March’s Carabao Cup final.
Josh McCarthy, brand director at Pernod Ricard UK, said, "After two years establishing ourselves in the EFL we wanted to bring more of our true Jameson personality to the screens – something more ownable and unmistakably Jameson. Working with Untold Fable, Sky Sports and the EFL, we’ve created a series of idents that tap into the humour of being a football fan, while showing that Jameson is with the fans no matter what happens during the season."
Kate Tancred, CEO and founder of Untold Fable, said, "We’re proud to collaborate with Jameson, Sky and the EFL on a campaign that celebrates football fandom in a fresh, lighthearted way. Our goal was to create content that feels authentic to the matchday experience while also staying true to Jameson’s voice. Filming took place at the Faltering Fullback pub in Finsbury Park, a fan favourite, which provided the perfect setting for our crew to capture authentic pub moments. The campaign celebrates football culture at its finest, spotlighting fans, community and the unmistakable Jameson spirit.”
On a mission to drive greater diversity, equity and inclusion within advertising, Untold Fable leverages its global network of 7,000 filmmakers to create authentic, culturally relevant content for brands including Nike, L’Oreal and Bumble.
