Spirit Of The Deal: U.S. Soccer Federation Pours Jim Beam Bourbon Into Roster Mix
Monday, June 10, 2024 at 03:47PM By Barry Janoff
June 10, 2024: The U.S. Soccer Federation, which has official partners in the beer (Michelob Ultra) and hard seltzer (Truly) categories, has now expanded into hard alcohol.
U.S. Soccer said today it has signed a multi-year partnership with Suntory Global Spirits brand Jim Beam bourbon as its exclusive spirit sponsor.
Under terms of the deal, Jim Beam will have exclusive marketing rights in the spirits category.
Financial terms were not shared, but the alliance will extend at least thru the FIFA 2026 Men’s World Cup, being hosted by the U.S., Canada and Mexico.
"U.S. Soccer is thrilled to welcome Suntory Global Spirits as its official spirits partner during this incredibly exciting runway for our sport," Dan Gaiman, svp-partnership development and strategy at U.S. Soccer, said via the organization.
"Jim Beam is an iconic brand that brings people together and we're looking forward to collaborating to further enhance the U.S. Soccer fan experience."
As an official partner of U.S. Soccer, Jim Beam will have year-round presence at select U.S. Women's (USWNT), Men's (USMNT), and Extended National Team matches across the country, with on-field activations and fan events, “including the 2026 FIFA World Cup which will be co-hosted by the United States.”
Multi-media marketing will come with a “Drink Smart” link, which “offers tools and resources to help you understand the effects of alcohol on your body, promote responsible drinking, and aid in our fight to prevent underage drinking and drunk driving.”
U.S. Soccer and Jim Beam have unveiled a promo spot to support the deal, with soccer action on the field and fans in the stands the focus, while text offers, “At U.S. Soccer we create moments where everyone is welcome. Where friends become family. And people unite as one.
“That’s why we’re proud to welcome the newest member of the U.S. Soccer family: Jim Beam, official partner of U.S. Soccer. A bourbon made for the many, not the few.”
Throughout the year, Jim Beam and U.S. Soccer will host block parties intended to “transform vibrant neighborhoods across the country into electrifying festivals celebrating Jim Beam and game days.”
Each event will be a pre-match celebration for both the Men's and Women's National Teams, with live music, interactive games, food and Jim Beam for those of legal drinking age.
Jim Beam is scheduled to host its first celebratory block party in Orlando ahead of the USMNT match against five-time world champion Brazil on June 12.
"Jim Beam is thrilled to join forces with the U.S. Soccer Federation," Rashidi Hodari, managing director of James B. Beam Distilling Co., said via the brand.
“Through this partnership we aim to unite those who love the game worldwide, empowering them to passionately express and exchange their adoration.”
According to Hodari, “At Jim Beam, we value new connections that are formed when people can experience moments together, that's why we're committed to enhancing and fostering a sense of community across the country.
“We look forward to raising a glass to the passionate fans of the U.S. Soccer Federation at matches across the country."
Official U.S. Soccer partners and sponsors also include presenting partner Volkswagen, Allstate, Anheuser-Busch (Michelob Ultra), AT&T, Coca-Cola, Deloitte, Marriott Bonvoy, New York Life, Nike, TicketMaster, Truly and Visa.
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