• by Teresa Buyikian , June 10, 2024

Team spirit can come in many forms, from tailgating to cheering in the stands. In the case of the U.S. Soccer Federation, it also comes in the form of an actual spirit, bourbon.

This week Jim Beam announced its new partnership with the U.S. Soccer Federation as its exclusive spirits sponsor.

The bourbon brand will have a visible year-round presence at select U.S. Women’s (USWNT), Men’s (USMNT) and Extended National Team games across the country, which will include on field activations and fan-inclusive events. Jim Beam will also participate in larger global soccer events such as the 2026 FIFA World Cup.

The partnership kicks off to the public this week on Wednesday in Orlando, where Jim Bean will host a block party ahead of the U.S. Men's National Team game against five-time world champion Brazil. This is the first of many block parties slated for the year, before both men’s and gomen’s games across the country that will include live music, interactive games, food and, of course Jim beam.

The brand also released an Instagram video to promote the partnership, which highlights how soccer brings people together with a fan video montage, with a super stating that Jim Beam is a brand “made for the many, not the few.”

“Through this partnership we aim to unite those who love the game worldwide,” said Rashidi Hodari, managing director of James B. Beam Distilling Co., in a press release. “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.”