Jim Beam and Dazed are celebrating game day early

February  6,  2026Life & Culture / NewsLife & Culture / NewsJim Beam and Dazed are celebrating game day early

Ahead of the Super Bowl, Dazed has teamed up with Jim Beam for the brand’s Refresh Your Season campaign

ShareLink copied ✔️ In Partnership with Jim BeamFebruary  6,  2026February  6,  2026TextDazed Digital

Though football’s biggest weekend is still two days away, Dazed and Jim Beam have already given fans a reason to celebrate. This week, 30 lucky Dazed readers received the Jim Beam and Dazed Game Day Watching Kit, an exclusive package awarded to winners of the brand’s recent giveaway. Included in the kit was a lemonade mixer, perfect for a Jim Beam & Lemonade, a $5 DoorDash voucher, a mason jar mug and a limited-edition jersey, designed in partnership with Dazed.

The giveaway is the latest instalment of Jim Beam’s ‘Refresh Your Season’ campaign, which encourages fans to celebrate the season no matter their team’s outcome. Drawing on a glass-half-full mentality, the campaign reinforces the importance of enjoying sports for the sake of enjoying them, and points out that the season is actually more fun when your team is out, saving you the pain of stress-watching. The campaign was fronted by actor and comedian Kenan Thompson, who hosted a New York City bash with the brand last week.

Along with the 30 winners, Dazed Clubbers Yavez Anthonio and Dilliah Gonzalez also received watch kits and resonated with the campaign’s message. “In supporting a team, it’s always about being positive and getting joy out of it,” said Antonio. Gonzalez, who plans on wearing her new jersey during this Sunday’s festivities, feels the same. “Win or lose, it’s all about community, being with friends and just having a great time.”

Creator Ferris Wheel Jay, who made an appearance at the brand’s January event, will also be sporting the limited-edition jersey this weekend, and echoed the Dazed Clubbers’ sentiments. “You don’t have to be a fan of football to enjoy a moment.”

To try out the Jim Beam & Lemonade this game day, head here for the recipe and here to shop the ingredients for yourself. 

Drink Smart®. Jim Beam® Kentucky Straight Bourbon Whiskey, 40% Alc./Vol. ©2026 James B. Beam Distilling Co., Clermont, KY

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