Jameson Irish Whiskey has entered into a partnership with CF Montréal, taking on the role of the club’s official whiskey, according to an announcement from Corby Spirit and Wine Limited. CNW Group
Jameson Irish Whiskey has entered into a new multi-year agreement with CF Montréal, becoming the Official Whiskey of the club. The partnership connects one of the world’s most recognized whiskey brands with one of Major League Soccer’s most established Canadian teams.
The announcement strengthens Jameson’s growing presence in North American soccer. The brand already serves as the Official Whiskey of Major League Soccer and several U.S.-based clubs. With CF Montréal joining the lineup, Canadian fans will now see Jameson take a larger role in the local soccer scene.
Expanding Soccer Partnerships in Canada
The new agreement builds on a wider relationship between Jameson’s parent company and Major League Soccer. Through this collaboration, Jameson continues to align itself with the sport’s rapid growth across North America.
Montreal offers a strong soccer culture, with passionate supporters who show up consistently throughout the season. The club plays a long schedule that keeps fans engaged for much of the year, creating opportunities for brands to connect with supporters.
Jameson plans to introduce its global platform, “Must Be a Jameson,” to Montreal fans. The campaign highlights moments of connection and celebration. The brand describes it as more than a slogan and says it reflects its belief in bringing people together through shared experiences.
What Fans Can Expect at Stade Saputo
At Stade Saputo, Jameson will introduce visible branding inside the stadium. Supporters can expect curated hospitality areas and interactive fan experiences during matchdays.
The goal involves creating environments where fans feel closer to the action. Organizers say these activations will reflect the energy of CF Montréal supporters and strengthen the club’s community ties.
Soccer continues to gain momentum in Montreal and across Canada. With Canada set to serve as one of the host nations for the 2026 FIFA World Cup, interest in the sport continues to rise. Industry observers expect national attention around soccer to reach new heights in the coming years.
Leaders Share Their Views
Maura Cowan, Vice President of Marketing for Corby Spirit and Wine, highlighted Montreal’s strong soccer spirit.
“Soccer has an incredible way of uniting people, and nowhere is that more true than here in Montreal. From the energy in the stands to the pride that extends across the city, the culture around this club is special,” she said. “Jameson is honoured to be part of that story, and this partnership allows us to celebrate Montreal's vibrant soccer culture, invest in experiences that bring fans and communities together, and proudly showcase the spirit that defines Jameson around the world."
Éric Nadeau, Vice President and Chief Revenue Officer of CF Montréal, also welcomed the collaboration.
“We are thrilled to welcome Jameson to the CF Montréal family,” he said. “Our Club is built on values of inclusion, community, and passion, and we are continuously seeking partners who share that vision. Together with Jameson, we look forward to creating memorable experiences for our fans, supporting the growth of soccer in our city, and continuing to strengthen the unique bond between Montreal and the beautiful game."
A Partnership Built on Community
CF Montréal has built its identity around local pride and supporter loyalty. The club maintains a strong year-round presence due to its extended season and active fan base.
Jameson’s emphasis on togetherness and social connection aligns closely with those values. The partnership aims to highlight how sport and culture bring communities together, both inside and outside the stadium.
As the season progresses, fans can expect joint events and celebrations designed to enhance matchday experiences. From pre-game gatherings to post-match celebrations, the collaboration focuses on shared moments among supporters.
The agreement signals a long-term commitment between the brand and the club. For Montreal soccer fans, the upcoming seasons will feature a new presence at Stade Saputo, as Jameson takes its place alongside CF Montréal on and off the field.
