Jameson 5-a-Side Football Tournament: Uniting the Drinks Industry in Support of The Drinks Trust

1. What motivated Jameson to establish and support the Jameson 5-a-side Football Tournament in aid of The Drinks Trust?

Jameson has fully embedded itself within the world of football, from its long-standing partnership with the EFL to campaigns supporting grassroots women's football with both The Goalposts League and Lovers F.C. As a company, Pernod Ricard UK has been supporting The Drinks Trust for many years and we've seen the popularity of its sport tournaments grow from strength to strength over the years. It made complete sense for us to put our connections within the world of football to good use, offering something that resonates with Jameson's audience whilst raising funds for the great work The Drinks Trust do at the same time. 

2. How does this initiative align with Jameson’s broader commitment to supporting the drinks and hospitality community?

As a company we take sustainability and responsibility seriously and have always looked at ways we can improve what we do whilst staying true to our Pernod Ricard culture as Createurs de Convivialite.  

3. Why is it important for leading brands within the industry to actively support charitable organisations such as The Drinks Trust?

Working with the charity should be at the forefront of all drinks companies minds as they are there to support the people at the heart of our industry. Not only are they great people who run great events that bring the industry together, but what they do makes a real difference, which is really needed in the current climate. 

4. From your perspective, why is fundraising for The Drinks Trust particularly critical in today’s drinks industry?

We are all acutely aware that the market is tough out there, and with that means an increasing number of colleagues from our industry are going to need support. The more funds we can provide the more help can be given, and we should all be aware of the challenges many people in the industry face. 

5. How does the tournament foster a sense of community within the drinks and hospitality sector?

I believe that any opportunity to bring people together and connect is great, a day out with your colleagues and the wider industry network, whilst raising money for a fantastic cause should be encouraged.

6. In what ways does the event provide value beyond fundraising, such as networking or team-building opportunities?

With such a diverse number of companies attending there is plenty of opportunity to network and understand how others in our industry are seeing the market, as well as understanding how they are viewing the same challenges and opportunities we are facing. 

7. How do events like this help raise awareness of The Drinks Trust’s work among a wider audience?

I would hope that events like these not only help raise the profile of the charity but also ensure that people have a great experience at the same time. To recruit a team often businesses build teams from a wide selection of departments ensuring that the whole company hears about the charity.

8. What can participants expect from the overall experience on the day of the tournament?

A great day out, with a focus to raise as much as we can for TDT, whilst trying to win the trophy!

9. What makes the Jameson 5-a-side tournament such a standout day in the drinks industry calendar?

It is an opportunity to support the charity whilst having some fun - hopefully in the sunshine! We aim to ensure everyone enjoys themselves and goes away wanting to come back again next year.

10. What would you say to encourage others to get involved next year?

Just do it, everyone is super friendly, we are all there to help our drinks industry charity and it is a great day out!