
The U.S Soccer Federation and Truly Hard Seltzer joined forces on a multi-year strategic partnership, focusing on promoting inclusivity among fans from all across the globe and changing the landscape of the matchday experience.
‘Truly’ is a hard seltzer tastemaker established in 2016, and since then has constantly been breaking boundaries of customer interpretation of hard seltzer and developing innovative experiences for consumers. U.S Soccer Federation, established in 1913, has grown immensely across all levels and is constantly finding ways to reimagine soccer as a distinguished sport in the country.
The partnership’s key themes such as inclusivity, creativity, and experimentation align with both organisations’ values. As for U.S Soccer, the partnership enables them to build on their efforts to partner with brands committed to growing soccer in innovative ways, and Truly the tastemakers committed drive to challenge traditional drinking experiences and create unique experiences for consumers.
U.S Soccer and Truly intend to integrate digital, in-person, and broadcast activations aimed to provide fans with an innovative experience ahead of and during games. The partnership will capitalise on exclusive co-branded giveaways, U.S soccer player appearances and expand activations across entertainment and local communities – to drive celebration of the game across all identities globally.
The Truly United Cam, the new digital strategy developed as part of the partnership, will elevate the fan experience digitally. As part of this campaign, fans will be able to send in clips featuring spontaneous social moments celebrating U.S Soccer across the globe, with the fans also getting a chance to feature across U.S Soccer’s social and digital platforms.
U.S Soccer Chief Commercial Officer David Wright was excited about the partnership.
“Through their innovation and understanding of next-gen consumers, Truly has risen to become a leading hard seltzer brand in the country. We’re excited to work together toward our aligned vision to make soccer the preeminent sport in the United States by uniting our fans, celebrating our diversity, and enhancing the overall fan journey,” he said via press release.
Lesya Lysyj, Chief Marketing Officer of Boston Beer Company, was equally thrilled about the partnership.
“Truly is thrilled to join the U.S. Soccer team as its first Official Hard Seltzer. This is so much more than a sports deal. It’s a strategic partnership that brings Truly to a global stage by aligning with the most passionate, inclusive, and energetic sport in the world through its biggest moments that inspire athletes and fans everywhere. We’re truly proud to be united in flavour with U.S. Soccer and look forward to kicking off the partnership in 2023,” she said via press release.








