NERDS, Jelly Bely, SweeTARTS: USSF Sweetens Alliances With Ferrara Deal
Tuesday, September 16, 2025 at 01:57PM By Barry Janoff
September 16, 2025: If you call someone on the U.S. Men's and Women's National Soccer Teams a nerd, jelly belly, lemon head or a sweet tart, they won’t take it personally.
The U.S. Soccer Federation has signed a multi-year partnership with Ferrara to become its “official candy partner, covering both the U.S. Men's and Women's National Team.
Ferrara brands include NERDS, Jelly Bely, Trolli, SweeTARTS, Laffy Taffy, Burch’s, Black Forest, Lemonhead, Funables, Chuckles, JujuFruits, Gobstoppers, Red Hots, Boston Baked Beans, Bottlecaps, Fun Dip, Trolli and Now and Later.
Financial terms were not disclosed.
USSF said the partnership comes at a “pivotal moment for the sport as the U.S. prepares to host some of the world's most iconic sporting events, including the 2026 FIFA Men's World Cup and the 2028 Olympic Games in Los Angeles.”
"At U.S. Soccer, fandom is at the heart of everything we do and this partnership with Ferrara is about creating joyful experiences for fans who work, play and celebrate soccer, recognizing soccer culture in bold and unexpected ways," David Wright, chief commercial officer, said via U.S. Soccer.
"Soccer is exciting, vibrant, and fun, just like the Ferrara brands. Together, we'll create innovative ways to celebrate the game, sweeten fandom, and deliver moments that make every goal, every match, and every soccer memory even more fun."
USSF and Ferrara said this partnership will fuel fandom, in-stores and across the U.S.
Support includes co-branded creative campaigns, limited-edition products, on-site stadium activations, sampling programs and community engagement events.
This collaboration will extend beyond the pitch, “weaving the beloved Ferrara brands into U.S. Soccer's efforts to engage communities and grow the next generation of fans “. . . U.S. Soccer and Ferrara “will work together to create memorable match-day moments that bring fans closer to the game — whether they're cheering from the stands, at home, or on the go.”
"As a soccer fan, I'm excited to see this partnership come to life. It's a sweet victory — uniting the passion fans have for U.S. Soccer with their love for our beloved Ferrara brands," CMO Greg Guidotti said via Chicago-based Ferrara, a 115-plus year old company with global sales in more than 40 countries.
"From the iconic sweet and tart combination of SweeTARTS to the boundary-pushing flavors of Trolli or the bold and multi-sensorial experience of NERDS, our brands bring the same energy and passion to everything we do — and for the benefit of our consumers.
USSF partners also include presenting partner Volkswagen, Allstate, American Airlines, Anheuser-Busch (Michelob Ultra), AT&T, Bank of America, Coca-Cola., Deloitte, Halzon, Henkel, Jim Beam, Kellanova, Marriott Bonvoy, New York Life, Nike, The Home Depot, Ticketmaster, Truly and Visa.
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