Fans celebrating with Truly Hard Seltzer at a soccer match.

The U.S. Soccer Federation has announced a groundbreaking multi-year partnership with Truly Hard Seltzer, marking the first official hard seltzer collaboration in the history of U.S. Soccer. This partnership aims to elevate fan experiences and promote inclusivity across the sport.

Key Takeaways

  • First-Ever Hard Seltzer Partnership: Truly becomes the official hard seltzer of U.S. Soccer.
  • Focus on Inclusivity: The partnership aims to unite fans from diverse backgrounds.
  • Innovative Fan Experiences: New digital and in-person activations planned for matchdays.
  • Engagement Through Social Media: Fans can participate in the Truly United Cam campaign.

A New Era for U.S. Soccer

On October 26, 2022, U.S. Soccer announced its partnership with Truly Hard Seltzer, emphasizing a shared vision to make soccer the leading sport in the United States. David Wright, U.S. Soccer’s Chief Commercial Officer, expressed excitement about the collaboration, highlighting Truly’s innovative approach and its appeal to younger consumers.

Goals of the Partnership

The partnership is designed to achieve several key objectives:

  1. Enhance Matchday Experiences: By integrating Truly’s offerings into the fan experience, U.S. Soccer aims to create a more engaging atmosphere during games.
  2. Promote Inclusivity: The collaboration seeks to celebrate diversity among soccer fans, ensuring that everyone feels welcome.
  3. Leverage Digital Platforms: The partnership will utilize digital campaigns to connect with fans beyond the stadium.

Innovative Fan Engagement Strategies

Truly and U.S. Soccer plan to implement various strategies to engage fans:

  • Pre-Game Experiences: Unique activations will be introduced at matches, including co-branded giveaways and player appearances.
  • Truly United Cam: A digital campaign encouraging fans to share videos of their soccer celebrations, which will be featured on U.S. Soccer’s social media channels.
  • Retail Activations: Co-branded displays and promotions will be set up in bars, restaurants, and retail locations to celebrate the partnership.

Looking Ahead

As the partnership unfolds, both U.S. Soccer and Truly are committed to creating memorable experiences for fans. The collaboration is expected to kick off in 2023, with a focus on major events involving the Women’s and Men’s National Teams.

Lesya Lysyj, Chief Marketing Officer of Boston Beer Company, expressed enthusiasm about the partnership, stating that it transcends a typical sports sponsorship. Instead, it represents a strategic alliance that aligns Truly with one of the most passionate sports communities globally.

Conclusion

This partnership between Truly Hard Seltzer and the U.S. Soccer Federation marks a significant step in enhancing the fan experience in soccer. By focusing on inclusivity and innovative engagement strategies, both organizations aim to foster a deeper connection with fans and elevate the sport’s profile in the United States.

Sources

Caroline Hill
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