Jameson has unveiled its latest campaign, ‘Must be a Jameson,’ to honour the annual Irish occasion.

Reaching over 15 million consumers, the TV partnership will run from February 24 to April 14 via Sky Sports, along with Video on Demand platforms such as ITV, Channel 4, and Prime Video, as well as online video through YouTube.

This collaboration with Sky Sports reinforces Jameson’s ongoing partnership with the English Football League (EFL).

Josh McCarthy, brand director for Pernod Ricard UK, said: “We’re going to paint the whole month green, not just St Patrick’s Day Weekend. The last 18 months have seen us gain so much momentum thanks to the hard work of our teams.”

He continued: “We’ll be toasting all that’s great about Jameson with fans of our whiskey, our partners, and some of our favorite creators. We’ve got a Yard Sale Pizza collab for the food lovers, our Jameson Bus at Wembley for the League Cup Final with the EFL, and Jameson, Ginger & Lime samples to share with consumers across the country—you’re not going to miss us this March.”