U.S. Soccer and Ferrara Team Up in Sweet New Partnership

The US Soccer Federation has announced a transformative, multi-year partnership with Ferrara, one of America’s foremost sugar confectionery companies and the home of beloved brands like NERDS, Trolli, SweeTARTS, and Laffy Taffy. Through this groundbreaking collaboration, Ferrara becomes the Official Candy Partner of U.S. Soccer, extending support across both the U.S. Men’s and Women’s National Teams, and aiming to create unforgettable celebratory moments for fans and players alike as the nation’s soccer culture enters a new, globally significant era.

Sweet Victory: A Partnership for the Ages

Coming just as the U.S. prepares to host events of global magnitude—including the 2026 FIFA Men’s World Cup and the 2028 Olympic Games in Los Angeles, this alliance couldn’t be more perfectly timed. With worldwide attention focused on the States, both U.S. Soccer and Ferrara are seizing an opportunity to connect their communities through shared values: passion, energy, fun, and the universal joy of sweets.

“At U.S. Soccer, fandom is at the heart of everything we do and this partnership with Ferrara is about creating joyful experiences for fans who work, play, and celebrate soccer, recognizing soccer culture in bold and unexpected ways,” said David Wright, Chief Commercial Officer of U.S. Soccer. “Soccer is exciting, vibrant, and fun, just like the Ferrara brands. Together, we’ll create innovative ways to celebrate the game, sweeten fandom, and deliver moments that make every goal, every match, and every soccer memory even more fun”.

Sweeten the Fandom: Connecting Culture, Candy, and Soccer

Designed to “Sweeten the Fandom,” this partnership brings soccer’s dynamism together with the famed flavors and colors of Ferrara’s top-selling treats, including NERDS Gummy Clusters, SweeTARTS Ropes, Laffy Taffy Mini Bars, and Trolli Sour Brite Squad. Together, they’ll fuel fandom across stadiums, households, and stores nationwide. The campaign will include:

• Co-branded creative content and limited-edition product packaging.

• Stadium activations, sampling programs, and surprise giveaways at major matches.

• Community events and digital contests designed to bring fans closer to the teams—whether attending games, following from home, or celebrating with friends on the go.

“As a soccer fan, I’m excited to see this partnership come to life. It’s a sweet victory, uniting the passion fans have for U.S. Soccer with their love for our beloved Ferrara brands,” said Greg Guidotti, Chief Marketing Officer at Ferrara. “From the iconic sweet and tart combination of SweeTARTS to the multisensorial experience of NERDS, our brands bring the same energy and passion to everything we do—for the benefit of our consumers. We invite fans to join us in the stands, online, and at special events to discover how Ferrara is making game day even sweeter”.

Going Beyond the Pitch: Brands, Activations, and Future Generations

This multi-year partnership covers Ferrara’s complete brand portfolio, including Black Forest, BRACH’S, Funables, Jelly Belly, Lemonhead, and NOW & LATER, each bringing its own twist to the celebration. This enables U.S. Soccer to deliver new forms of fun—on matchdays, at retail, and in neighborhoods—amplifying the vibrancy, culture, and creativity of soccer as the sport’s popularity soars in the U.S.

U.S. Soccer and Ferrara will work side by side to:

• Enhance matchday energy and cultivate meaningful rituals that foster a sense of community.

• Support neighborhood initiatives and youth engagement to grow the next generation of lifelong fans.

• Weave candy and soccer culture into new spaces for discovery—highlighting diversity, inclusion, and shared joy.

A Defining Era: Soccer’s Big Stage and Sweetest Moments

As preparations ramp up for the 2026 World Cup and 2028 Olympics, the partnership arrives at a defining time for the sport in the U.S., offering an unparalleled opportunity to deepen engagement and make memories sweeter for millions of new and existing fans. By collaborating with some of America’s most beloved confectionery names, U.S. Soccer continues to set standards not only for what happens on the field but also for the cultural and emotional experiences that make every match a little more special.

For more on upcoming activations, limited-edition releases, and sweet-filled soccer celebrations, visit ussoccer.com and follow U.S. Soccer and Ferrara brands across their respective digital and social channels