The $5 Million Challenge
Truly Hard Seltzer, the official hard seltzer of U.S. Soccer, is turning the excitement surrounding the U.S. Men's National Team's upcoming international tournament into a $5 million giveaway for a single lucky fan.
To enter, supporters must post a photo or video featuring a Truly‑branded can or pack on social media, tag @Truly and use the hashtag #TrulyBelieves. The campaign also showcases limited‑edition packaging that ties directly to the tournament.
Believe, USA: A City Renamed
Among the new releases are the Truly Star Squad Variety Pack and a set of 12 Collectible City Cans, each emblazoned with designs that celebrate the team and the newly christened "Believe, USA" — the former Hoboken, New Jersey, now officially renamed as part of the promotion.
The initiative is backed by The Boston Beer Company, the parent of Truly and other well‑known beverage brands such as Angry Orchard Hard Cider and Samuel Adams, underscoring the company's deep involvement in sports marketing.
U.S. Soccer Federation, the governing body of soccer in the United States since 1913, will oversee the tournament and has partnered with the seltzer brand to amplify the national enthusiasm. The campaign reflects a broader trend of brands leveraging major sporting events to engage fans in novel ways.