U.S Soccer Federation and Truly Hard Seltzer to elevate fan experience globally

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U.S Soccer
Image provided by U.S Soccer Federation

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.

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Google expands football footprint with AI partnerships at five European giants

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Image Credit: Paris Sain- Germain

Google has announced long-term partnerships with five of Europe’s biggest football clubs.

Expanding the role of artificial intelligence in fan engagement through collaborations with Arsenal, Barcelona, Bayern Munich, Liverpool and PSG.

Google Gemini will become each club’s official consumer AI Partner, while Google Pixel will serve as the official smartphone partner.

The partnerships are designed to deliver AI-powered match insights, personalised fan experiences and exclusive behind-the-scenes content across the clubs’ digital platforms.

Supporters will be able to use Gemini to access tactical insights, historical statistics and match analysis while Pixel devices will be used by club media teams to capture content through the company’s “Shot on Pixel” initiative.

A key component of the partnership is the commitment to increasing the visibility of women’s football.

Google confirmed the agreements cover both men’s and women’s teams, with AI tools and Pixel technology set to help produce content and expand the reach of the women’s game through club media channels.

The announcement continues Google’s growing investment in football technology.

Google initially had individual agreements with several of the clubs, including PSG and Liverpool.

By bringing the partnerships together under the Gemini and Pixel brands, Google is positioning artificial intelligence as a core part of the modern football fan experience rather than simply a commercial sponsorship.

For football clubs, the collaboration highlights a broader industry trend towards technology partnerships that extend beyond branding.

AI is increasingly being used to produce personalised content, deliver deeper match analysis and strengthen engagement with large global audiences.

Clubs continue to invest in these growing digital platforms alongside their traditional commercial portfolios.

The partnerships also reinforce the growing intersection between football and technology, with leading clubs increasingly working alongside global technology companies to enhance supporter experiences and explore new ways of connecting with fans on matchday and beyond.

 

Football Has the Audience. Does It Have the Commercial Strategy?

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Image Credit: One Nil Media

Soccerscene has launched Survey 4: Commercial Confidence in Football, calling on clubs, sponsors, governing bodies, commercial leaders and football industry professionals to assess whether the game is making the most of its enormous commercial potential.

Football has the audience, participation base and community reach to be one of Australia’s most powerful commercial platforms. But does the industry have the commercial strategy, professionalism and infrastructure required to turn that potential into sustainable growth?

That is the question at the centre of Soccerscene’s latest industry research.

The survey examines how attractive grassroots football is to potential commercial partners, what industry professionals believe is limiting football’s commercial potential, and whether clubs are presenting themselves professionally enough to sponsors.

It also explores what sponsors value most when engaging with football – from community reach and participation scale to brand alignment, values and purpose – as well as whether improved facilities could directly contribute to stronger sponsorship outcomes.

Is football fully capitalising on its commercial opportunity?

Football continues to provide brands with access to highly engaged communities across grassroots, community and elite environments. Yet the commercial landscape remains fragmented, with clubs operating with vastly different levels of resources, capability, governance, media infrastructure and commercial expertise.

Soccerscene’s survey is designed to capture the industry’s perspective on where the opportunities exist – and where football may be leaving commercial value on the table.

The research will look specifically at four key areas:

  • Commercial attractiveness – How attractive is grassroots football as a commercial partnership?
  • Commercial barriers – What is holding football back from reaching its full commercial potential?
  • Club professionalism – Are clubs presenting themselves effectively and professionally to sponsors?
  • Sponsor value – What are sponsors really looking for when they invest in football?

The survey also asks whether better facilities would have a direct impact on sponsorship outcomes, highlighting the potential relationship between infrastructure, commercial presentation and investment.

Have your say

Soccerscene is encouraging football clubs, sponsors, commercial professionals, governing bodies, administrators, media professionals and industry stakeholders to participate.

The findings will contribute to Soccerscene’s ongoing program of industry research, designed to provide a clearer picture of the challenges and opportunities facing football and the organisations operating within it.

Take the Survey: Commercial Confidence in Football

Complete the Commercial Confidence in Football Survey here

The survey will close on 30 August 2026 at midnight, with responses received before the deadline included in the final analysis.

Football has the audience. The question is whether it has the commercial strategy to match.

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