Jim Beam, the world’s best‑selling bourbon, has unveiled a sweeping "Home Field Advantage" initiative designed to amplify the energy of U.S. Men’s National Team fans as the squad prepares for the upcoming World Cup.
Central to the effort is a striking lawn installation at the brand’s Kentucky distillery, where artist Chase Steson, known online as That Lawn Dude, transformed the grounds into a massive message of support that reads like a rallying cry for the team.
A Visual Rally at the Distillery
Veteran goalkeeper Tim Howard, an American soccer icon, underscored the importance of crowd presence, noting that the roar of supporters can shift momentum on the pitch and that the campaign’s visual spectacle helps channel that passion.
Fans are being urged to replicate the spirit in their own neighborhoods, share their displays on social media and enter a prize draw that includes exclusive team merchandise and travel experiences.
The activation will spill into the streets of Chicago and Venice Beach, where Jim Beam will host pop‑up events that blend live music, interactive games and opportunities to purchase a limited‑edition Jim Beam x USSF bottle, with proceeds supporting youth soccer programs.
Beyond the physical experiences, the campaign will unfold across digital and experiential platforms, weaving together social media storytelling, targeted advertising and partnerships with Suntory Global Spirits, the parent company that also owns Maker’s Mark.