Collingwood and Jameson Irish Whiskey are stirring things up with a two-year partnership to celebrate what footy and whiskey do best – unite fans through shared spirit.
Jameson will join the black and white family as a Major Partner in the category of Dark Alcoholic Spirits.
With 245 years of heritage, the iconic Irish brand will host match-day activations and ongoing fan promotional offers at both AFL and AFLW Collingwood games.
Collingwood CEO Craig Kelly welcomed Jameson to the black and white family.
“We are delighted to welcome Jameson Irish Whiskey to the Collingwood family and look forward to working with their team across both our football programs. With a long history of bringing people together, Jameson and Collingwood share the passion of what footy fans love – great company and sharing memorable moments,” Kelly said.
Supporting both football programs, Collingwood’s Irish product Sarah Rowe, said she was excited for the Club to work with a brand from her home country.
“We are so excited to welcome another Irish recruit to the black and white family. Being Irish myself, it’s special to have Jameson bring a piece of home to my second home here at the Pies” Rowe said.
Founded in 1780 in Dublin, Jameson holds a legacy of being the world’s best-selling Irish whiskey and is consistently recognised at major global spirits competitions, including winning category and Gold at the 2025 World Whisky Awards, and Double Gold and Platinum at 2025 San Francisco World Spirits Competition.
Pernod Ricard (owner of Jameson Irish Whiskey) Pacific Marketing Director, Kristy Rutherford, expressed her excitement about teaming up with the Club.
“We’re delighted to team up with the Collingwood Football Club – one of the most iconic and passionate teams in the country. This partnership is a natural fit for Jameson, a brand that’s all about bringing mates together over shared moments. “Whether it’s cheering from the stands or raising a glass at the bar, we’re excited to be a part of the energy and spirit of footy season,” Rutherford said.
As part of the partnership, fans will have the opportunity to win a signed Collingwood guernsey and a Jameson Irish Whiskey pack in an exclusive prize giveaway.