Jim Beam Mobilizes Fan Base for World Cup with Multi-City Campaign

Jim Beam has launched the second phase of its "Home Field Advantage" campaign, positioning the Official Spirit Sponsor of the U.S. Soccer Federation (USSF) as a rallying point for fans supporting the U.S. Men's National Team ahead of the world's biggest soccer tournament.

The campaign debuted May 27 at Jim Beam's distillery in Clermont, Kentucky, where lawn artist Chase Steson—known as That Lawn Dude—carved a large display of support into the distillery grounds using his signature precision mow technique.

The Creative Activation

Steson's installation frames fan support as a participatory movement rather than a passive spectacle. "The lawn is my medium, and Jim Beam gave me the ultimate canvas - their own home field," Steson said. "This one is for the USMNT and for every fan out there who wants to show up for the team. If I can inspire even one person to grab their mower, flowers, chalk, spray paint - whatever they've got - and put their support for the team out into the world, we've done something real."

The initiative builds on an earlier campaign spot featuring U.S. soccer legend Tim Howard, whose playing career spanned some of the world's most electric stadiums.

Tim Howard's Role

Howard reinforced the campaign's core message: fan energy extends beyond stadium walls. "Jim Beam understands the power of fan energy and how it can fuel a team," Howard said. "I've played in front of packed stadiums, and I can tell you firsthand that the players on the field know when the whole country is behind them. That energy builds, travels, and makes a real impact. That's what Jim Beam is tapping into with this campaign. You don't have to be in the stadium - you just have to show up. Mow a message into your lawn, write it on your window, and shout it from your stoop. The team will feel it."

Consumer Engagement and Multi-City Rollout

Fans can participate by sharing their own displays on Instagram by tagging @JimBeamOfficial and entering HomeField.JimBeam.com for a chance to win a "Home Field Hosting Haul" kit.

Jim Beam will expand the campaign to Chicago for a USMNT send-off match on June 6, with an undisclosed creative partner, followed by a third activation in Venice Beach at the USSF Soccer House (June 11-26). The brand will distribute a limited-edition Jim Beam x USSF bottle and promote branded cocktails including Beam & Lemonade.

"At Jim Beam, we know fans are the ones who create the atmosphere that makes this tournament special," said Regan Clarke, vice president of American Whiskey at Suntory Global Spirits. "Whether it's gathering with friends, decorating your space, or showing support in your own way, we want to bring energy to fans wherever they are and encourage them to create their own home field advantage."

The integrated campaign will run across cable, YouTube TV, Roku, Netflix, ESPN+, Peacock, Meta, and Reddit in the lead-up to the tournament.

Why It Matters

For on-premises operators and retailers, this activation represents a significant corporate push to drive bourbon consumption around a major sporting event. The campaign's fan participation angle creates organic social amplification and shelf-edge opportunities around limited-edition product variants, while the multi-city experiential roadmap offers potential tie-in opportunities during the tournament window.

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Written by FBM Publications Editors