Suntory Global Spirits is once again leveraging Jim Beam’s sponsorship of the US Soccer Federation, this time with a giant mowed-grass design in the country.
The lawn art, which has been created at the American whiskey’s distillery in Kentucky, is part of the brand’s ‘Home Field Advantage’ campaign and has been “designed to inspire fans to transform everyday spaces into displays of support”, Suntory said. The design (above) was mowed by Chase Steson, who goes by the handle ‘That Lawn Dude‘ on social media.
Alongside the ‘lawn mow’, which is only visible from the air, the brand owner is running a competition encouraging consumers to submit their own “Home Field Advantage displays” to the Jim Beam Instagram channel or website for the chance to win a “hosting haul kit”. The kit includes a ball signed by former US goalkeeper Tim Howard and a mini projector.
Next month, Suntory Global Spirits has planned Jim Beam activations in Chicago for the US men’s team’s “send-off match” against Germany, and in Venice Beach, where there will be a free pop-up venue during the 2026 FIFA World Cup called the ‘US Soccer House’.
“At Jim Beam, we know fans are the ones who create the atmosphere that makes this tournament special,” said the group’s VP of American whiskey, Regan Clarke. “Whether it’s gathering with friends, decorating your space or showing support in your own way, we want to bring energy to fans wherever they are and encourage them to create their own home field advantage.”
The grass installation marks the second stage of US Soccer Federation-linked activity for Jim Beam, which has purchased ‘official spirits partner’ status with the organisation. Last month, Suntory Global Spirits released an advert fronted by Tim Howard.
