In a celebration of football’s unique ability to bring generations together, Jameson Irish Whiskey and PUMA have joined forces to launch a limited-edition collection that fuses sport, culture, and community spirit.
The collaboration sees the world’s best-selling Irish whiskey partner with one of football’s most iconic brands to honour fans from all walks of life—whether you’re hugging your grandad after a last-minute winner or shouting at the TV with your mates. It’s all about the shared passion that defines football culture, and this campaign salutes the modern football family in all its forms.
At the heart of the collection is a beautifully designed, co-branded Jameson bottle, accompanied by a sleek football and hand-painted custom PUMA King boots created by renowned Welsh artist Dan Hayes. The products blend both brands’ visual identities—shared colour palettes, logos, and a clear nod to their cultural legacy—symbolising the multigenerational bond of football fandom.
To bring this vision to life, Irish football legend and former PUMA athlete Shay Given stars in a playful short film that captures the essence of the campaign. What starts as a quiet night in quickly transforms into a raucous living room filled with characters from different generations—freestylers, semi-pro ballers, and content creators—all united by their love of the game.
The surprise-filled skit ends on a heartwarming note, with an appearance from one of Shay’s former on-pitch rivals, now turned mate, highlighting the enduring connections forged through football. As the room erupts in celebration, there’s only one thing to toast with: a Jameson, Ginger & Lime.
A Shared Passion for Football and Community
The collaboration is more than just a stylish drop. It’s rooted in both brands’ deep ties to the football world. Jameson and PUMA are official partners of the English Football League (EFL) and have actively supported community initiatives and local clubs over recent years. Jameson, in particular, has shown long-term commitment to the sport, from its ongoing EFL partnership to grassroots projects and cheeky sponsorships (shoutout to Newport County’s Kyle Jamson—yes, really).
Josh McCarthy, Brand Director at Jameson UK, shared his excitement:
“The chance to come together with a fellow heritage brand, one full of stories and culture, felt too good to miss. Football brings people together like nothing else and this collection is a toast to all those people you know through the game.”
Billy Gentry, PUMA UKI’s Teamsports Marketing Manager, echoed the sentiment:
“This collection celebrates the generational love for football that unites us all. It’s a tribute to the moments and connections football creates, both on and off the pitch.”
Where to Get It
The exclusive Jameson x PUMA bundle—including the co-branded bottle and football—will be available for purchase on Amazon UK starting April 10, 2025, at 9AM.
Whether you’re hitting the park with a couple of jumpers for goalposts or reminiscing about classic match days with a glass in hand, this collaboration reminds us that while the game may evolve, its power to connect us never fades.
