To mark the Women’s Euros 2025, Jameson Irish Whiskey has partnered once again with Lovers F.C. and community football initiative The Goalposts League to launch a limited-edition three-shirt collection celebrating women’s football culture. The collaborative capsule is now available to purchase from lb45 via Jameson’s official merchandise store.
The drop pays tribute to the past, present and future of the women’s game, combining nostalgic nods to iconic football moments with inclusive, community-first values.
Three Kits, Three Stories
Each shirt in the collection draws on a different theme:
1. Irish Heritage
Honouring Jameson’s Irish roots, the first shirt features a 2000s-inspired green and orange colourway with subtle Celtic detailing — a nod to the Republic of Ireland. Though the team won’t be competing in this summer’s tournament, they remain close to the brand’s heart.
2. German Legacy
The second kit pays tribute to Germany’s victorious 2005 Women’s Euros squad, one of the first major women’s teams to wear female-specific fits. Designed by Lovers F.C., this sleek black long-sleeve shirt fuses football heritage with contemporary streetwear influences.
3. England’s Golden Generations
Completing the trio is a white shirt with a floral rose watermark and bold St George’s Cross shoulder detailing — a tribute to England’s tournament journey, reflecting both heartbreak and hope.
Blackpool to the Back of the Net
The campaign was shot in Blackpool, one of the 2005 host cities for the Women’s Euros. Styled like a nostalgic British seaside holiday, the photoshoot features:
- Shameek Farrell (The Goalposts League founder)
- Bianca Zehra (stylist and Romance FC player)
- Jazmyn Tyne (Sonder FC)
Captured by football photographer Meg Jepson, the visuals celebrate grassroots football in its everyday glory — arcades, melting ice creams, beach kickabouts and all.
Voices from the Pitch
Jazmyn Tyne shared:
“It’s not always easy to find space in football that isn’t dominated by men. The Goalposts League has made me feel supported and surrounded by a community of like-minded people. I was delighted to feature in this collaboration with Jameson and Lovers F.C., to celebrate another momentous summer of women’s football.”
Julia Massies, Managing Director for Pernod Ricard UK, added:
“Jameson has fully embedded itself within the world of football, from its long-standing partnership with the English Football League to campaigns supporting grassroots women’s football. Everything we do reflects what the sport represents — community. It was a pleasure to collaborate once again and shine a light on the talent within female sport.”
The Collection
Now available, the Jameson x Lovers F.C. x The Goalposts League kit collection is:
- Lightweight and breathable
- Designed for summer tournaments
- Perfect for the stands, pub or beach
Celebrate the spirit of tournament football — not just the victories, but also the dreams, drama, and shared moments.
