Jim Beam will become the ‘official spirit partner’ for both the men’s and women’s international teams. The arrangement, financial and timeframe details of which were not disclosed. comes into effect this week and will be in place for the FIFA World Cup tournament in 2026.
SGS will run pre-match “block parties” fronted by Jim Beam, featuring live music, interactive games and food. The first event takes place in Orlando today (12 June) ahead of the US men’s team’s game against Brazil.
The announcement comes in the same week that Diageo unveiled a similar arrangement with the Premier League in England for its Guinness brand.
In an interview with Global Drinks Intel earlier this year, SGS CEO Greg Hughes credited Jim Beam with having played a sizable role in the group’s performance in the 12 months of 2023. “In the US, which had a challenging year for most of the industry, there are mixed signs on what the year ahead looks like,” Hughes said. “Consumer confidence, real disposable income and real income are all strong and inflation’s moderating.”
