U.S. Soccer Partners with Ferrara to Elevate Fan Experiences with Sweet Treats

Exciting Partnership Between U.S. Soccer and Ferrara

In a delightful move set to bring joy to soccer fans across the United States, the U.S. Soccer Federation has officially announced a multi-year partnership with Ferrara, the renowned sugar confectionery company. This collaboration pairs U.S. Soccer's commitment to fostering a vibrant soccer culture with Ferrara's beloved candy brands, including NERDS®, Trolli®, SweeTARTS®, and Laffy Taffy®.

Celebrating Unforgettable Moments

This partnership arrives just in time as the U.S. gears up for some monumental sporting events, notably the FIFA Men's World Cup in 2026 and the 2028 Olympic Games in Los Angeles. The collaboration aims to maximize fan engagement, celebrating the exhilarating spirit of soccer while integrating Ferrara's iconic products into the soccer experience.

David Wright, Chief Commercial Officer of U.S. Soccer, emphasized that at the core of this partnership is a commitment to enhance the fan experience. He stated, “This partnership with Ferrara is about creating joyful experiences for fans who work, play, and celebrate soccer.” The goal is to connect with fans through innovative and engaging experiences, while recognizing and igniting a passion for the sport.

Sweetening Soccer Fandom

With a concept dubbed 'Sweeten the Fandom,' this partnership promises to enhance the connection between soccer and Ferrara's delicious offerings. It’s more than just integrating candy into the match-day experience; it's about crafting an environment where fans can cherish every goal and memorable match with sweet moments facilitated by products such as NERDS® Gummy Clusters™, SweeTARTS Ropes®, Laffy Taffy Mini Bars, and Trolli Sour Brite Squad®. Both companies will be working together to promote co-branded campaigns and limited-edition products that resonate with fans.

Greg Guidotti, Chief Marketing Officer at Ferrara, expressed enthusiasm about the partnership, equating it to a sweet victory for fans who love both soccer and candy. The collaboration is intended to enrich the journey of soccer fandom, whether fans are cheering in stadiums, in their homes, or on the go.

Engaging with the Community

Aside from elevating the fan experience at events, U.S. Soccer and Ferrara have outlined plans for community engagement. This includes sampling programs, on-site stadium activations, and a host of community events to boost local involvement and infuse the excitement of soccer with moments of sweetness.

The partnership is set to expand further as it encompasses Ferrara's entire portfolio of brands which includes Black Forest®, BRACH'S®, Funables®, Jelly Belly®, and others. Each brand will contribute uniquely to this celebration, thereby broadening the impact of this collaboration.

A Vision for the Future

Founded in 1913, the U.S. Soccer Federation has retained a clear vision of serving the sport and nurturing a national love for soccer. Its ambition is not just to promote the sport but also to cultivate joyful experiences around it. Ferrara adds to that mission by transforming everyday moments into celebrations through its candy, becoming an intrinsic part of the culture surrounding soccer in the U.S.

As soccer gathers pace in the United States, Ferrara's and U.S. Soccer's innovative partnership paves the way for enhanced fan engagement and transformative experiences, making each match an opportunity for joyous celebration. Their journey together is just beginning, and fans can look forward to a sweeter soccer culture in the years to come.