La Colombe, the Official Coffee Partner of U.S. Soccer, has rolled out a summer‑long initiative called "Must Be the Coffee" aimed at energizing fans and players alike.
Fueling the Squad with Brewed Excellence
The campaign draws on Philadelphia’s passionate sports culture, blending street‑level activations with a national rollout that will appear in La Colombe cafés from New York to Los Angeles.
Fans who sport U.S. Soccer apparel can claim a complimentary iced Americano at participating locations, while a traveling pop‑up fan headquarters in Venice Beach will serve free lattes and showcase exclusive behind‑the‑scenes footage of the national team.
In addition, La Colombe will staff a dedicated barista on site for the U.S. Men’s National Team, ensuring players have a consistent supply of high‑quality coffee during training and matches, and will support an online series titled Stars & Stripes that chronicles the tournament journey.
The effort reflects La Colombe’s broader strategy following its 2023 acquisition by Chobani, positioning the brand as a go‑to beverage for athletes and supporters who demand both performance and flavor.