MONTREAL, Feb. 19, 2026 /CNW/ - Jameson Irish Whiskey is proud to announce a new multi-year partnership with CF Montréal, becoming the Official Whiskey of the Club.
This announcement builds on which made Jameson the Official Whiskey of the League and six U.S. clubs. With CF Montréal now joining this growing network, Canadian soccer fans will experience the brand's global "Must Be a Jameson" platform firsthand. More than a campaign line, "Must Be a Jameson" is a brand commitment – a belief that whenever people come together to celebrate passion, connection, and community, Jameson belongs at the heart of the moment.
"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," said Maura Cowan, Vice President of Marketing for Corby Spirit and Wine. "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."
At Stade Saputo, Jameson will activate through impactful in-stadium branding, curated hospitality spaces, and immersive fan experiences that bring supporters closer to the action and build on CF Montréal's deep community ties. This reflects the passion of a supporter base that continues to show up in force season after season – a clear signal of soccer's growing momentum and cultural relevance in Montreal. With 2026 expected to be a milestone year for the sport, including Canada's serving as one of three FIFA World Cup host nations, soccer is set to capture unprecedented national attention, creating a powerful foundation for this partnership and the experiences it will deliver to fans.
"We are thrilled to welcome Jameson to the CF Montréal family," said Éric Nadeau, Vice President & Chief Revenue Officer. "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.
CF Montréal has established itself as one of Major League Soccer's most exciting clubs, with a history rooted in local pride and a 10-month season that ensures a year-round presence. By uniting these values with Jameson's long-standing dedication to conviviality and community, this partnership highlights the power of sport and culture to bring people together.
As the season unfolds, Jameson and CF Montréal will come together to celebrate the moments that make matchday special, from pre-game anticipation to post-match celebrations shared among friends and fans. Whether at Stade Saputo or beyond it, the partnership is rooted in connection, passion, and the joy of coming together for the beautiful game.