Suntory Global Spirits is leveraging the sponsorship by Jim Beam of the US Soccer Federation with a marketing activation for the bourbon in the US.
The American whiskey brand, which has purchased ‘official spirits partner’ status with the organisation behind the US national team, will be the subject of an ad fronted by former US goalkeeper Tim Howard. The spot (below) will air ahead of the FIFA World Cup this summer “across select cable channels, YouTube TV, Roku, Netflix, ESPN+, Peacock, Meta & Reddit”, SGS said this week.
Financial details were not disclosed.
‘Home Field Advantage’ will be backed by activity on digital, social and “experiential” platforms alongside nationwide consumer activations. A limited-edition Jim Beam x USSF bottle will also go on sale in the run-up to the tournament, which takes place in Canada, Mexico and the US from 11 June to 19 July.
As well as the soccer sponsorship, which was agreed in mid-2024, Jim Beam is also a marketing partner of the Cadillac Formula 1 team, which is taking part in its first season this year.
