Jim Beam, the world’s best‑selling bourbon and Official Spirit Sponsor of the U.S. Soccer Federation, has rolled out the newest chapter of its “Home Field Advantage” initiative, a nationwide push to rally supporters behind the U.S. Men’s National Team as it prepares for a series of high‑profile fixtures.
A Visual Call to Cheer
At the brand’s historic Kentucky distillery, artist Chase Steson — better known online as That Lawn Dude — has transformed the grounds into a sprawling lawn artwork that spells out a message of solidarity for the team. The piece, visible from the distillery’s visitor paths, blends vibrant grasses and carefully arranged earth tones to create a striking visual that invites passersby to pause and reflect.
Tim Howard, the veteran goalkeeper who earned 121 caps for the United States, lends his voice to the effort, noting that the roar of fans can shift momentum on the pitch. His participation underscores the campaign’s focus on the intangible energy that a united crowd brings to the game.
Fans are encouraged to add their own displays of support by posting photos of personal “Home Field Advantage” setups and tagging @JimBeamOfficial on Instagram. The brand promises a suite of prizes for the most creative entries, turning the digital conversation into a tangible competition that stretches from coast to coast.
Activations Across the Country
The rollout will see Jim Beam’s presence in Chicago ahead of the USMNT send‑off match, followed by a series of pop‑up events on Venice Beach, where the brand will blend its bourbon heritage with local surf culture.
In a limited‑edition collaboration, the company will release a special Jim Beam x USSF bottle, paired with a ready‑to‑serve Beam & Lemonade cocktail, giving supporters a flavorful way to celebrate each goal.
The campaign’s digital backbone spans YouTube TV, Roku, Netflix and ESPN+, ensuring that the message reaches viewers wherever they stream, while the company’s long‑standing reputation — built over eight generations of family distillers and now under the Suntory Global Spirits umbrella — adds weight to the partnership.