They say managing a football team can be a lonely job, but from 29th January 2025, Jameson Irish Whiskey is determined to change that. In partnership with the renowned Football Manager game, Jameson is challenging fans to guide League Two’s Newport County into the third tier of English football.
Former professional footballer Steve Sidwell is stepping up for his first taste of management. He’ll team up with comedian and Football Manager enthusiast Tony Jameson to co-host “Must Be a Manager”, an interactive Football Manager Twitch series created by Jameson Irish Whiskey, the official spirits partner of the EFL.
Blending Steve’s on-pitch experience with Tony’s Football Manager expertise seems like a recipe for success. But there’s a twist: the real managers are the fans. From squad selection to in-game tactics, every key decision will be made live via Twitch chat, as the community works together to shape Newport’s future.
And who better to bring it all together than Jameson Irish Whiskey? As part of its larger “Must Be a Jameson” campaign, the brand is on a mission to unite fun-loving, like-minded people across the globe who never take themselves too seriously.
Will the fans listen to the experts? Can they lead Newport County to promotion? Only time will tell. What’s certain is that the month-long series promises plenty of laughs, challenges, and memorable moments. Plus, fans have the chance to win prizes like EFL match tickets, signed shirts, footballs, and Jameson merchandise along the way.
“I’m thrilled to partner with Jameson, such an iconic brand and proud supporter of the EFL, getting Newport promoted won’t be an easy task, but Tony and I are ready to give it our all and make the South Wales community proud.”
Steve Sidwell
“Must Be a Manager” builds on Jameson’s existing EFL partnership and its recent collaborations with sportswear brands Percival and Admiral, the latter featuring Newport defender Kyle Jameson as a model.
The series kicks off live on Twitch on 29th January, with 10 episodes airing over four weeks. Tony and Steve will stream together on January 29th, February 5th, 12th, and 14th, with additional streams featuring Tony and guests from the Football Manager Twitch community. To join the action, head to https://www.twitch.tv/tonyjamesonfm.
