Jim Beam has introduced its new “Home Field Advantage” campaign in partnership with the U.S. Soccer Federation, featuring former U.S. Men’s National Team goalkeeper Tim Howard.
The campaign coincides with a major international soccer tournament set to take place in North America and highlights fan engagement beyond stadium settings.
Campaign Focuses on Everyday Fan Experiences
Debuting April 7, the campaign’s central video spot emphasizes how fandom extends beyond the pitch into everyday environments such as homes, neighborhood bars, and watch parties. The initiative aims to highlight the role of fans in creating a “home field advantage,” regardless of location.
Brand Perspective on Shared Moments
“At Jim Beam, we’ve always believed in the power of shared moments,” said Regan Clarke. “The world’s biggest tournament is a global stage, but it’s the local gatherings that create real home field advantages. We’re proud to raise a glass and unite in spirit with fans across the country as they come together to support the U.S. Men’s National Team.”
Limited-Edition Bottle and Cocktail Tie-In
As part of the campaign, Jim Beam is releasing a limited-edition bottle in collaboration with the U.S. Soccer Federation. The brand is also promoting the “Beam & Lemonade” cocktail as a featured serve for the tournament, positioning it as a drink option for fans gathering in various settings.
Multi-Platform Rollout and Activations
The campaign will be supported through a fully integrated media strategy, including digital, social, and experiential activations. Distribution channels include cable television, streaming platforms such as YouTube TV, Roku, Netflix, ESPN+, Peacock, and social platforms including Meta and Reddit, with the goal of driving nationwide fan engagement.
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