Jameson and the EFL have brought back the Ultimate Matchday, offering one amateur team the chance to experience football like the professionals. The competition, part of Jameson's ongoing partnership with the EFL, returns after its debut last season, aiming to spotlight grassroots teams and reward the players, volunteers, and supporters who keep the game thriving.
Legends Return to Lead the Experience
Former EFL midfielder Steve Sidwell will lead the lineup once more, having played for the inaugural winners, Mercia United, in November 2025. This time, he brings EFL managerial stalwart Mick McCarthy, former Wolves, Ipswich Town, and Republic of Ireland boss, who will return to the dugout to support the manager and the lucky team for one game only.
Sky Sports presenter David Prutton will also be on hand, joined by fellow former players-turned-pundits Jobi McAnuff and Luke Chambers, to provide live reaction to key moments and speak with standout performers on the day.
What the Winning Team Gets
The experience replicates the preparation, anticipation, and excitement of a professional EFL fixture. Winners will train at a local football club alongside campaign talent, guided through drills, challenges, and matchday insights. The team will receive brand-new PUMA kits, while their pitch gets a makeover with Jameson branding on corner flags, ball plinths, and interview boards, with EFL officials provided for an authentic matchday.
To top it off, the squad will receive a year's supply of Jameson, Ginger & Lime ready-to-drink (RTD) cans. Two runner-up teams will also be gifted new PUMA strips, replica EFL match balls, and Jameson, Ginger & Lime RTD cans, with the first ten teams entering winning two cases of Jameson cans.
How to Enter and Key Dates
Alison Perrottet, brand director for Jameson UK, commented: "At Jameson, we’re passionate about bringing people together and few things do that better than football.
"While the professional game often takes the headlines, it’s the grassroots clubs, volunteer coaches, teammates and supporters who are the lifeblood of the sport in communities across the UK. Through our partnership with the EFL, we’re proud to celebrate local football communities and give one deserving team the chance to live a matchday like the pros, with expert training, EFL legends, new kits, professional officials and their home pitch transformed for the occasion.
"The response to last year’s competition showed just how much these experiences matter and we can’t wait to see which team steps onto the pitch for the Jameson x EFL Ultimate Matchday this season."
The competition opened on Monday 19 October, with teams submitting their details via the Jameson website. Winners will be announced on Monday 9 November, with the successful club needing to be available across Saturday 5 and Sunday 6 December.
