Ferrara partners U.S. Soccer to enhance fan experiences

U.S. Soccer and Ferrara have launched a multi-year partnership to “sweeten the fandom” with co-branded campaigns, on-site activations and sampling programs at live events. The collaboration could help convenience services operators leverage increased consumer engagement to boost product visibility, engage fans and increase sales.

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Ferrero North America

Sept. 16, 2025

2 min read

Ferrara has inked a multi-year agreement with the U.S. Soccer Federation to serve as its official candy partner. The confectionery maker, known for its brands such as Nerds, SweeTarts and Laffy Taffy, will create stadium-based fan experiences during major events, including the 2026 FIFA Men’s World Cup and the 2028 Olympic Games in Los Angeles.

The partnership aims to “Sweeten the Fandom” by integrating Ferrara’s candy products into fan-engagement initiatives like sampling programs, limited-edition products, on-site stadium activations, co-branded campaigns and community engagement events. The shared goal of the organizations is to bring fans closer to the game, whether they’re attending matches, watching from home or at community events.

For convenience services operators, Ferrara’s sampling programs and community engagement events may provide avenues to introduce the candy brands to a wider audience, potentially increasing product visibility and consumer interest.

David Wright, chief commercial officer of U.S. Soccer, emphasized the importance of fandom in the sport’s culture in a release, stating, “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.” Greg Guidotti, chief marketing officer at Ferrara, echoed this sentiment, highlighting the shared passion between soccer fans and Ferrara’s brands.

Ferrara is a privately held Ferrero Group-affiliated company.