Jim Beam launches soccer campaign with Tim Howard
Jim Beam is launching "Home Field Advantage," a campaign featuring soccer legend Tim Howard, as the Official Spirits Partner of the U.S. Soccer Federation. The spot celebrates fans gathering at backyard barbecues, bars and watch parties, alongside a limited-edition Jim Beam x USSF bottle.
Jim Beam Debuts "Home Field Advantage" Campaign, Celebrating the Spirit of Fans Beyond the Pitch Ahead of the World's Biggest Tournament
Featuring Tim Howard, the spot explores how fandom extends far beyond the stadium walls into everyday moments
As the Official Spirits Partner of the U.S. Soccer Federation (USSF), Jim Beam, the world's No. 1 bourbon, is launching "Home Field Advantage," a new campaign featuring American soccer legend Tim Howard. As the world's biggest tournament comes to North America, Jim Beam is calling on fans across the country to rally behind the U.S. Men's National Team and show that home field advantage lives wherever fans are.
Debuting on April 7, the hero film captures the true heartbeat of the tournament: the places where fans gather to watch, cheer, and celebrate. At a time when stadium access may be out of reach for many, Jim Beam shines a spotlight on backyard barbecues, neighborhood bars, and watch parties that define the fan experience. From living rooms to local hangouts, these everyday settings become the ultimate home field advantage – proving that while matches are played on the pitch, they're powered by fans everywhere.
"At Jim Beam, we've always believed in the power of shared moments," said Regan Clarke, vice president of American Whiskey, Suntory Global Spirits. "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."
Beyond the hero spot, Jim Beam is also introducing a new limited-edition Jim Beam x USSF bottle design, giving fans a tangible way to celebrate and show their support throughout the tournament. Whether cheering from the stands, a barstool, or the backyard, fans can raise a refreshing Beam & Lemonade, the go-to cocktail of the moment, and make the 2026 limited-edition bottle a symbol of shared pride during one of the biggest moments in global sports, when passion and community come together. Now available for purchase at select retailers nationwide.
In the lead-up to the tournament, Jim Beam will roll out a fully integrated campaign across digital, social and experiential platforms, with consumer activations designed to deepen engagement and drive fan participation nationwide.
The campaign will run across select cable channels, YouTube TV, Roku, Netflix, ESPN+, Peacock, Meta & Reddit.
