The US Soccer Federation announced a new, multi-year strategic partnership with Truly Hard Seltzer, making it the first official hard seltzer in US Soccer history. 

The partnership will focus on creating new experiences and elevating the matchday experience, and promoting inclusivity for fans of all backgrounds and identities globally. 

“We couldn’t be more excited to begin our new journey in partnership with Truly,” US Soccer Chief Commercial Officer David Wright said. 

“Through their innovation and understanding of next-gen consumers, Truly has risen to become a leading hard seltzer brand in the country. We’re excited to work together toward our aligned vision to make soccer the preeminent sport in the United States by uniting our fans, celebrating our diversity, and enhancing the overall fan journey.”

The partnership builds on US Soccer’s intentional efforts to partner with brands committed to growing soccer in all its forms in innovative ways, including new audiences. 

As a category leader and the top brand among Gen Z and young millennial household penetration (21 to 34-year-olds), Truly is committed to creating unique experiences that challenge expectations of traditional drinking occasions through inclusivity, creativity, and experimentation — themes which align closely with US Soccer’s values. 

“Truly is thrilled to join the U.S. Soccer team as its first Official Hard Seltzer,” said Boston Beer Company Chief Marketing Officer Lesya Lysyj. 

“This is so much more than a sports deal. It’s a strategic partnership that brings Truly to a global stage by aligning with the most passionate, inclusive, and energetic sport in the world through its biggest moments that inspire athletes and fans everywhere. We’re truly proud to be united in flavour with U.S. Soccer and look forward to kicking off the partnership in 2023.”