The official hard seltzer of U.S. Soccer is summoning
fans who really “believe” their town has the sport’s biggest fans.
The winner of Truly Hard Seltzer's contest, active through April 26, will have its name changed to
Believe, USA. for the duration of the World Cup tournament.
According to the brand, there somehow has not been a single town in the 250 years since the founding of the U.S. that has been
named “Believe.” Now soccer fans who “believe [their] town deserves to be named Believe” can submit their neighborhood to TrulyBelieveUSA.com. The winning submitter will also
be named “First Fan of Believe, USA" by Truly.
“Truly has been the Official Hard Seltzer of U.S. Soccer since 2022, and this tournament is the moment we’ve been building
toward,” says Matt Withington, Truly’s senior director of marketing, in a release. “Truly is made to bring people together – whether you’re watching games at home with
friends or raising a can after a big goal … Truly is celebrating the unmatched energy, joy, and belief that only soccer can create.”
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The selected town will receive a
“larger-than-life” welcome sign, branded lampposts down its “Main Street,” a ribbon-cutting ceremony with a TBD U.S. Soccer player (who will also be named honorary Mayor), as
well as a Truly Believe Bar, which will serve as the town’s U.S. Soccer party hub for the duration of the tournament. The winning town will be announced in May, with its “full
transformation” taking place ahead of the World Cup kickoff in June.
A supporting ad effort, “Drink like a Believer,” is also rolling out nationwide, including streaming,
out-of-home and retail activations, along with bar programming and fan experiences.
Truly has also released a series of limited-edition cans featuring all 11 tournament cities and a
12th with the U.S. host country, which are now available nationwide while supplies last. A limited edition Truly Hard Seltzer Star Squad Pack, a variety pack created in partnership
with U.S. Soccer, is also available.