Jim Beam to Kick Off New US Soccer Federation Partnership With With a Series of Block Parties Across the Country

Jim Beam and U.S. Soccer are joining forces for a series of block parties. (Photo: U.S. Soccer/Facebook)

Jim Beam announced that it was entering an exclusive multi-year spirits partnership with the U.S. Soccer Federation on Monday.  The spirits giant shared that it would have a presence at U.S. Women’s, U.S. Men’s and Extended National Team games throughout the U.S. The bourbon brand will also host a series of block parties turning local neighborhoods into “electrifying festivals” to showcase Jim Beam.

“Jim Beam is thrilled to join forces with the U.S. Soccer Federation,” James B. Beam Distilling Co. Managing Director Rashidi Hodari said in a news release. “Through this partnership we aim to unite those who love the game worldwide, empowering them to passionately express and exchange their adoration. At Jim Beam, we value new connections that are formed when people can experience moments together, that’s why we’re committed to enhancing and fostering a sense of community across the country. We look forward to raising a glass to the passionate fans of the U.S. Soccer Federation at matches across the country.”

The first block party will take place in Orlando, Florida, right before the U.S. Men’s National Team plays against Brazil on June 12. The event will feature live music, interactive games, food and Jim Beam American Whiskey.

Jim Beam shared it intends to participate in the U.S. co-hosted 2026 FIFA World Cup to showcase the brand’s commitment to “diving headfirst into the vibrant and growing world of U.S. soccer.” Bourbon and soccer fans alike can sign up for Team Beam to get more information about events relating to the partnership and bourbon drops.

Jim Beam is owned by Suntory Global Spirits. The liquor-supplying giant changed its name from Beam Suntory in May to reflect its “global leadership” position in the market.

“U.S. Soccer is thrilled to welcome Suntory Global Spirits as its Official Spirits Partner during this incredibly exciting runway for our sport,” Sr. Vice President of Partnership Development & Strategy at U.S. Soccer Dan Gaiman said in a statement. “Jim Beam is an iconic brand that brings people together and we’re looking forward to collaborating to further enhance the U.S. Soccer fan experience.”

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