JAMESON SCORES A HAT-TRICK SIGNING STEVE SIDWELL, FOOTBALL MANAGER & NEWPORT COUNTY FOR FIRST-OF-ITS-KIND TWITCH CHALLENGE, “MUST BE A MANAGER”

Sidwell will kick-off a fresh Newport County season with comedian and streamer Tony Jameson on 29th January 2025 and is scouting for Football Manager fans to join them on Twitch to collectively manage the League Two team to League One promotion glory

London, 27th Jan: It’s said that being a football manager is a lonely job, but kicking off 29th January 2025, Jameson Irish Whiskey is on a mission to turn that on its head. Working with the now iconic Football Manager game, Jameson is challenging the entire community to take beloved League Two side Newport County to the third tier of English football.

Retired professional footballer Steve Sidwell is stepping into his first ever managerial role. He’ll join comedian and Football Manager fanatic Tony Jameson to co-host “Must be a Manager”, an interactive Football Manager Twitch challenge created by Jameson Irish Whiskey, official spirits partner of the EFL.

Combining Steve’s on pitch expertise with Tony’s Football Manager gaming savvy does sound like a cocktail for success. But there is one playful twist… this isn’t just about Steve and Tony, the Football Manager fans are the real gaffers, helping make all the critical decisions, from squad selections to in-game tactics, steering the team’s fate in real time, through the Twitch live chat.

And who better to bring this all together than Jameson Irish Whiskey? Who, as part of its wider “Must Be A Jameson” campaign, is on a mission to connect like-minded people from around the world who don’t take themselves too seriously - at every opportunity possible.

Will the fans listen to the experts? Will they be able to get Newport promoted? Who knows. But over the month-long series, one thing is for sure, they will have a lot of fun trying. Besides bragging rights, fans could also win some nice prizes along the way including EFL match tickets, footballs and signed shirts, plus a decent helping of Jameson merchandise.

“I’m really excited to work with Jameson, an iconic brand doing some brilliant work as a proud partner of the EFL. Whilst it won’t be easy to get Newport into the promised land, I can assure you that Tony and I will leave no stone unturned as we look to make the local South Wales community proud,” says Steve Sidwell.

“Must be a Manager” follows Jameson’s existing partnership with the EFL and recent sportswear collaborations with Percival and Admiral, the latter modelled by Newport County defender and brand namesake Kyle Jameson.

“Must be a Manager” Will be streamed live on Twitch starting 29th January, with 10 episodes airing over four weeks. Tony and Steve will stream together on Jan 29, Feb 5, Feb 12, and Feb 14. This will be followed by two separate weekly streams with Tony on his own, featuring other well-known faces from the FM Twitch community. To tune in, visit https://www.twitch.tv/tonyjamesonfm

NOTES TO EDITORS

About Jameson

Jameson is the world’s most awarded* and bestselling Irish whiskey, ranked in the top 3 global whiskey brands and number 7 in spirits worldwide**.

Anchored by the spirit of togetherness and community, Jameson celebrates the attributes that have propelled the brand from its inception – always welcoming and forever smooth. Sound like you? You Must be a Jameson, too.

When football’s at its best, it brings people together like nothing else (except maybe Jameson). And everyone’s invited.

Every bottle of Jameson is triple distilled and matured at the world renowned Midleton Distillery in County Cork, Ireland. www.jamesonwhiskey.com

For latest news and information:

• Website: https://www.jamesonwhiskey.com/
• Instagram: https://www.instagram.com/jamesonuk/

*Based on the tasting results of the six most influential tasting competitions from 2011-2023, including; The Irish Whiskey Masters, IWSC, ISC, Beverage Testing Institute, San Francisco World Spirits Competition and Ultimate Spirits Challenge.

**Source: IWSR 2024 Report

About Football Manager™

Football Manager (FM) is the world’s leading football management simulation title and our iconic, award-winning series has captivated a global pool of players for two decades. FM takes players to the heart of the beautiful game and lets them create their own football story as manager of their favourite club. With more than 50 of the top footballing nations to manage in and a database of more than 800,000 active players and staff from around the world of football, the game offers tasks players with making the key decisions at their club offers an unrivalled simulation experience. FM has grown to become more than just a game and is now deeply embedded in the football industry with the FM database now powering the recruitment strategies of professional clubs around the world of football. The game has become an integral part of modern fan culture, shaping the discourse around the professional game. It has been the inspiration for several books, a stand-up comedy show and even a feature-length documentary. For more information on Football Manager, visit www.footballmanager.com.

About Sports Interactive™

Sports Interactive is the world’s leading developer of sports management simulations. From their home at Here East, Stratford, SI creates immersive alternate realities that don’t just emulate sport, but shape it. The SI team are tenaciously passionate creators, bringing talented, ambitious people together to craft gaming experiences that forever stretch the possibilities of sports entertainment. It’s this ethos that caught the attention of SEGA®, who brought SI onboard as a subsidiary in 2006. More info on the studio and its work can be found at www.sports-interactive.com.

About SEGA® Europe Limited

SEGA® Europe Limited is the European Distribution arm of Tokyo, Japan-based SEGA CORPORATION, and a worldwide leader in interactive entertainment both inside and outside the home. The company develops and distributes interactive entertainment software products for a variety of hardware platforms including PC, wireless devices, and those manufactured by Nintendo, Microsoft and Sony Interactive Entertainment Europe. SEGA wholly owns the video game development studios Two Point Studios, Creative Assembly, Amplitude Studios, Sports Interactive and HARDlight. SEGA Europe’s website is located at www.sega.co.uk

About the EFL

The EFL (English Football League) is the world’s original league football competition. It is the largest single body of professional clubs in European football and is responsible for administering and regulating the Sky Bet EFL, Carabao Cup and Vertu Trophy, as well as reserve and youth football. The EFL, EFL in the Community and our member clubs are at the heart of communities across the country, providing shared experiences for all and using the power of sport to improve lives.