U.S. soccer secures Ferrara as official candy partner ahead of World Cup, Olympic Games

USA – The U.S. Soccer Federation has announced a multi-year partnership with Ferrara Candy Co., Inc., naming the company the Official Candy Partner of U.S. Soccer. 

The agreement spans both the U.S. Men’s and Women’s National Teams and comes at a defining moment for the sport, as the nation prepares to host the 2026 FIFA Men’s World Cup and the 2028 Olympic Games in Los Angeles.

The collaboration is designed to bring together the passion of soccer with Ferrara’s beloved candy brands, including NERDS®, Trolli®, SweeTARTS®, and Laffy Taffy®. 

“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. 

Both organizations say the partnership reflects their shared values of joy, connection, and celebration, while also creating opportunities for fans to experience the sport in bold and unexpected ways.

“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,” Wright added.

Through the campaign, Ferrara’s products will feature prominently in co-branded creative initiatives, limited-edition packaging, in-stadium activations, and nationwide sampling programs. 

Fans can also expect community engagement events that extend the celebration of soccer beyond match days, ensuring that the culture of the sport is experienced both on and off the field.

“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. 

Guidotti emphasized that Ferrara’s portfolio carries the same passion and energy that soccer inspires, with brands designed to spark joy and excitement for fans. 

He noted that the company plans to connect with supporters both in stadiums and online, utilising its full range of products, from Black Forest to Jelly Belly, to enhance matchday experiences. 

By leveraging this diverse lineup, Ferrara seeks to strengthen soccer fandom nationwide while reinforcing its leadership in the U.S. confectionery market. 

Ultimately, the partnership represents an opportunity to unite fans and create lasting memories through the shared joy of sports and sweets.

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