Ferrara joins forces with US Soccer Federation celebrating the 2026 World Cup

A major partnership has been forged between the US Soccer Federation and key regional confectionery brand, Ferrara, ahead of preparations for the 2026 FIFA World Cup heading to America, reports Neill Barston.

As the confectionery business, which is behind key brands including Nerds, Trolli and Laffy Taffy noted, the deal backs both mens and women’s national teams, with a core aim of creating shared moments of celebration.

In addition to the World Cup, the partnership will also span preparations for the 2028 Olympic Games taking place  in Los Angeles.

With global attention turning to soccer in the U.S., U.S. Soccer and Ferrara are coming together to celebrate the shared values that unite fans and the beloved brands of Ferrara – passion, shared spirit, and fun. Together, they’ll deliver even sweeter experiences, inspiring fans to celebrate the game and the joy of coming together during this defining era for U.S. Soccer.

“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.”

Designed to “Sweeten the Fandom”, the partnership brings the energy of soccer together with delicious, popular Ferrara products, like Nerds Gummy Clusters candy, SweeTARTS Ropes, Laffy Taffy Mini Bars, and Trolli Sour Brite Squad, in a holistic way.

Greg Guidotti, Ferrara’s chief marketing officer, welcomed the initiative as a key move that would help grow the company’s brand presence even further with a positive series of community engagements surrounding key events.

He said: “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 boundary-pushing flavours of Trolli or the bold and multisensorial experience of Nerds, our brands bring the same energy and passion to everything we do – and 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.”