A Campaign Built on Fan Power
Jim Beam, the world's best‑selling bourbon, announced a new marketing effort titled 'Home Field Advantage' that seeks to channel the enthusiasm of American soccer supporters into a tangible rallying force for the U.S. Men's National Team. The campaign, developed in partnership with the U.S. Soccer Federation, will run across cable television, streaming services and social platforms including YouTube TV, Roku, Netflix, ESPN+, Peacock, Meta and Reddit.
At the heart of the rollout is a colossal lawn installation created by artist Chase Steson on the grounds of Jim Beam's historic distillery in Clermont, Kentucky. The artwork, which spells out a message of support for the national side, serves as a visual anchor for the brand's grassroots outreach.
Tim Howard, a World Cup veteran and former U.S. goalkeeper, lent his voice to the initiative, emphasizing how crowd noise and visual cues can sharpen player performance on the pitch. "When fans see a massive display of support, it adds an extra layer of motivation," Howard said in a statement.
Fans are encouraged to replicate the lawn messages in their own neighborhoods, share photos online and enter a prize draw that offers limited‑edition merchandise and exclusive experiences. The brand will also host pop‑up events in Chicago, Illinois, and Venice Beach, California, where attendees can sample special releases and collect branded gear.
Beyond the physical activations, the campaign will be amplified through a suite of digital content that includes behind‑the‑scenes footage of the artwork's creation, interviews with Howard and distillery master Fred Noe, and stories highlighting the heritage of Jim Beam, a spirit that has been crafted by eight generations of family distillers since 1795.
Suntory Global Spirits, the parent company of Jim Beam, highlighted the strategic alignment between the brand's global reach and the growing popularity of soccer in the United States. "Our portfolio, which includes Maker's Mark, Yamazaki, Hakushu, Hibiki, Toki, Laphroaig, Bowmore, Tres Generaciones, El Tesoro, Roku, Sipsmith, -196 and On The Rocks, shares a commitment to premium storytelling," a company spokesperson noted.