Jameson celebrated FIFA World Cup 2026 finals weekend at House of GOAL in Industry City with a watch party and a surprise performance by J Balvin.
Created as a FIFA hub in Industry City, House of GOAL became a top destination for soccer fans throughout the tournament. The cultural soccer festival hosted match screenings, entertainment, brand activations, and experiences celebrating the global game.
Held on July 18, Jameson Whiskey’s partnership brought additional energy to the venue ahead of the tournament’s final weekend. The celebration also continued the brand’s It’s What You Bring campaign with J Balvin. The campaign highlights soccer culture and the unique energy every fan contributes.
Jameson took over a dedicated portion of the space with an impressive branded setup. Green lighting transformed the area, while an oversized “J” created a standout photo opportunity. The details made Jameson’s presence immediately recognizable without overshadowing the larger House of GOAL experience.
PHOTO CREDIT: Getty Images For Jameson
Jameson guests also received access to a VIP room with theater-style seating for the match. The dedicated room offered a comfortable viewing experience while keeping guests connected to the surrounding celebration.
Fans gathered to watch the FIFA World Cup third-place playoff between England and France. The energetic match kept the crowd engaged before the evening’s musical entertainment began.
Throughout the event, guests sampled Jameson through several cocktails served across the space. Attendees could also explore fun, interactive activations presented by e.l.f. Cosmetics. Together, the experiences added beauty, cocktails, and entertainment to House of GOAL’s soccer-focused programming.
Later, Jameson surprised the crowd when J Balvin took the stage. The global music star performed five of his biggest hits during the high-energy set. DJ Reymo kept the celebration moving as guests danced, sang along, and recorded the performance. KidSuper founder Colm Dillane, whose brand has played a prominent role in FIFA World Cup activations throughout the tournament, introduced J Balvin to the crowd before the surprise performance.
NEW YORK, NEW YORK – JULY 18: DJ Reymo and Colm Dillane are seen at J Balvin’s surprise Performance at a Jameson event at House of GOAL on July 18, 2026 in New York City. (Photo by Michael Simon/Getty Images for Jameson)
Notable attendees included Bachelor Nation’s Blake Horstmann and Love Is Blind star Giannina Gibelli. Additional guests included Scarlett Red, Sergio Farias, Rebecca Borrero, Ellie Williams, and Valery Alegria. Melanie Demi, Jackie Garza, and members of Parceros United.
Ultimately, the partnership added a memorable Jameson experience to one of Industry City’s leading FIFA World Cup destinations. House of GOAL provided the soccer-centered setting, while Jameson contributed cocktails, VIP hospitality, immersive branding, and live entertainment.
