‘Football for all’ – it’s a phrase we hear far too often, with actions often doing little to meet the matter of the words that have been uttered.
A new partnership however, has burst out the blocks, between two very unlikely friends in Irish Whiskey Company, Jameson and Sports Powerhouse, PUMA.
The two brands have joined forces to release a set of limited edition items, a football shirt and football boots among other things to pay homage to football fans, and show people that the game is for everyone, regardless of age, gender, race, creed or background.
The ad campaign had Jess Watkins (Wycombe forward) and Kaljit Atwal (freestyler) at the front and centre of the launch, to showcase both brands’ commitment to the women’s game, and how the game is something to watched, played and seen by everybody.
The collection, which is actually a limited edition, includes a stunning Jameson co-branded bottle, hand painted PUMA King boots and a glorious football shirt, too.
Speaking on the partnership, Josh McCarthy, Jameson UK Brand Director, said:
“We’ve been wanting to work with PUMA ever since we got introduced through our shared EFL partnership. The chance to come together with a fellow heritage brand, one full of stories and culture, felt too good to miss. Especially given our shared passion for the game and work in the communities. Football brings people together like nothing else and so this collection just raises a toast to all those people you know through football, as just like a glass of Jameson, the beautiful game has a way of uniting people from all generations.”
Billy Gentry, Teamsports Marketing Manager, PUMA UKI, added:
“We’re thrilled to partner with Jameson on this unique collaboration. Both brands share a passion for football and the fans who make the game so special. This collection celebrates the generational love for football that unites us all, reflecting our commitment to community and the joy of the game. It’s a tribute to the moments and connections football creates, both on and off the pitch.”
This represents a significant evolution in the portrayal of women in football in advertising. As recently as five years ago, it would have been rare, if not unprecedented, to see two women featured prominently at the forefront of a major campaign between two of the world’s leading brands in the sport.
It shows a game changing attitude that has become more prominent over the last season or so, with female footballers recognised far and wide and in different mediums too. The shots of Jess and Kajit showcase their enjoyment too, and all of us at Beyond the Pitch, welcome this new partnership between Jameson and PUMA, and their values that football, is indeed for all.
