Soccer has always been more than a game. It is a language spoken across neighborhoods, generations, and continents. Whether it’s a packed stadium chanting in unison, a pickup match in a city park, or friends gathered around a television late into the evening, the sport creates connections that transcend borders.
Now, Jameson Irish Whiskey is embracing that spirit of community with its new “It’s What You Bring” campaign, bringing together global music superstar J Balvin, fashion innovator Colm Dillane of KidSuper, and Major League Soccer to celebrate the people who make soccer culture come alive.
At the heart of the campaign is the belief that every fan contributes something unique to the game. For J Balvin, that contribution comes through music.
“Music and soccer have always been a major creative catalyst for me,” Balvin said, noting how both create instant connections between people regardless of where they come from.
The campaign’s hero film showcases the intersection of rhythm, culture, and sport, illustrating how music often becomes the soundtrack to the world’s most beloved game. From the roar of supporters’ sections to spontaneous celebrations after a goal, soccer’s energy extends far beyond the field.
Fashion also plays a starring role.
Left to right: New York City FC, Chicago Fire FC, National MLS, Orlando City SC, LA Galaxy limited-edition bottles. 
The nine-piece Jameson x KidSuper capsule collection includes a signature track suit, soccer jerseys, hats, hoodie and t-shirt. 
Global music superstar J Balvin teams up with Jameson to show how music, culture and soccer collide. 
Jameson
Jameson partnered with KidSuper founder Colm Dillane to create a limited-edition soccer-inspired capsule collection that reflects the creativity and individuality fans bring to matchday experiences. The nine-piece collection includes jerseys, tracksuits, hoodies, hats, and T-shirts that blend KidSuper’s signature artistic style with nods to Jameson’s Irish heritage.
For Dillane, the collaboration represents a natural fusion of passions.
The Brooklyn-based designer, whose work has become a fixture on global runways, said the collection celebrates the style, spirit, and worldwide influence of soccer culture while honoring his own Irish roots.
Meanwhile, Jameson is giving supporters another way to showcase their team pride through a new collection of limited-edition Major League Soccer bottles. Designed alongside MLS club partners including Chicago Fire FC, LA Galaxy, New York City FC, and Orlando City SC, the bottles feature team-inspired colors and graphics that connect local fandom with matchday traditions.
The initiative arrives as soccer’s popularity continues to surge across the United States. With anticipation building around this summer’s global soccer tournament and MLS continuing its growth trajectory, brands increasingly recognize that soccer is no longer simply a sport. It is a cultural force influencing music, fashion, entertainment, and community engagement.
Jameson’s commitment extends beyond merchandise and marketing. Throughout the season, the brand plans to host official watch parties, fan-first viewing experiences, stadium activations, and community events across key MLS markets including New York, Los Angeles, Chicago, Houston, Orlando, and San Diego.
According to Colin Kavanagh, Chief Marketing Officer of Pernod Ricard North America, the campaign serves as a tribute to the passion and creativity soccer supporters bring to every match.
As soccer continues its remarkable rise in America, “It’s What You Bring” highlights an important truth: the game belongs not only to the players on the pitch but also to the communities, cultures, artists, and fans who give it life.
For many supporters, the final score may matter. But the memories, traditions, and connections created along the way are what truly endure.
Soccer, after all, has always been about more than ninety minutes.