Jameson Launches Connects F.C.

Press Release 16/04/2024

A Celebration Of Community Through Football

As proud Official Partner of the English Football League (EFL), Jameson is introducing Connects FC, an initiative designed to leverage the transformative power of football to create a community of like-minded people. Over 25 million people across the UK, from all walks of life, have reported instances of feeling disconnected from society[1], and Jameson, a brand that has always been committed to making the world a more welcoming place, is stepping up to help unite people spanning multiple generations. 

Connects FC will see Jameson bring to life a series of vibrant and passionate events in the heart of football communities up and down the country. Whether it’s meeting a club legend, enjoying a behind-the-scenes stadium tour, participating in an away-day watch-party, or simply meeting down your local club to have a coffee and swap stories about the game or club you love, Jameson is opening the doors to anyone who fancies it. At Connects FC, everyone is welcome. 

To launch this new and exciting initiative, Jameson is proud to team up with the EFL’s charitable arm, the EFL Trust. Jameson will donate £2,500 to each EFL Community Club Organisation who participates in the Connects FC programme. The fund is in place to support and empower these clubs to develop further community outreach programmes and events that bring people together.  

Jameson is also thrilled to welcome a new ambassador, EFL legend, Clinton Morrison, who will be joining the Connects FC team. He will jump into the thick of it by engaging with fans, stirring up banter, fostering connections and sharing his own personal stories about the beautiful game.  

Josh McCarthy, Brand Director for Pernod Ricard UK, comments: “'Nothing brings people together like football, especially here in the UK! That unifying force of football aligns perfectly with our Jameson brand values of togetherness and fun, and through Connects FC we can’t wait to bring those to life. Our collaboration with the EFL Trust on this initiative underscores our commitment to those values by getting out there to create lasting connections within communities.” 


Connects FC isn't just about watching from the sidelines. Jameson will be working with EFL clubs and the EFL Trust to call on volunteers from local communities. Jameson employees here in the UK will also be rolling up their sleeves, diving into the craic, and building connections that'll last far longer than a halftime pie. 


To learn more about the Connects FC programme and witness the success of our inaugural event at Gillingham FC, visit Connects FC - Jameson Whiskey


[1] A gov.uk official statistics report ‘Community Life Survey 2021/22: Wellbeing and loneliness’ (updated May 2023) states that 47% adults (16+) reported feeling lonely ‘often/always’, ‘some of the time’ and ‘occasionally’.