Pernod Ricard has strengthened the link between its Jameson Irish whiskey brand and the world of film.

The company said yesterday (21 October) that it has extended its title sponsorship of the Jameson Dublin International Film Festival by a further three years until 2012. Jameson has been the title sponsor of the Jameson Dublin International Film Festival since its inauguration in 2003.

At the same time, the brand will continue as a sponsor of the Jameson Empire Awards, which launched this year, for another two years. Empire is the world's biggest movie magazine, which will host its next award ceremony in London in March to honour success in the world of film.

Finally, having been a drinks sponsor at the 2009 Independent Spirit Awards in Los Angeles, Jameson has now signed a three year sponsorship deal as a premier sponsor. The ceremony takes place two nights before the Oscars and celebrates the best of Independent Film.

Financial details behind the three deals were not disclosed.

"Our partnership with these three exciting properties truly demonstrates our commitment to film as a major sponsorship platform for Jameson," said Catherine O'Grady, Jameson's head of sponsorship, PR and events.

"All three properties are a perfect fit for us, as they are major events in the global film calendar, but are equally renowned for their laid back party atmosphere."