U.S. Soccer and Ferrara Launch New Partnership to Sweeten Fan Experiences
Beloved Ferrara brands, like NERDS®, Trolli®, SweeTARTS®, and Laffy Taffy®, join forces with U.S. Soccer to deliver joyful, sweet moments for fans nationwide
ATLANTA & CHICAGO (September 16, 2025) – The U.S. Soccer Federation today announced a multi-year partnership with Ferrara, a leading sugar confection company and home to some of America’s most beloved candy brands, including NERDS®, Trolli®, SweeTARTS®, and Laffy Taffy®. Through the collaboration, Ferrara becomes the Official Candy Partner of U.S. Soccer, spanning both the U.S. Men’s and Women’s National Team, helping to create shared moments of celebration and connection around soccer’s biggest stages.
The partnership comes at a pivotal moment for the sport as the U.S. prepares to host some of the world’s most iconic sporting events, including the 2026 FIFA Men’s World Cup and the 2028 Olympic Games 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 truly holistic way. With the Ferrara game-changing brands, this partnership will fuel fandom, both in stores and across the U.S. From co-branded creative campaigns and limited-edition products to on-site stadium activations, sampling programs, and community engagement events, U.S. Soccer and Ferrara will work together to create memorable matchday moments that bring fans closer to the game — whether they’re cheering from the stands, at home, or 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 boundary-pushing flavors 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.”
Together, U.S. Soccer and Ferrara are setting out to engage audiences in innovative ways, leveraging the Ferrara candy brands to amplify the vibrancy, culture, and creativity of the sport. This collaboration extends beyond the pitch, weaving the beloved Ferrara brands into U.S. Soccer’s efforts to engage communities and grow the next generation of fans.
This multi-year collaboration and partnership will span the total Ferrara portfolio – including Black Forest®, BRACH’S®, Funables®, Jelly Belly®, Lemonhead®, and NOW & LATER® – as each brand brings its own sweet addition to the celebration.
Founded in 1913, U.S. Soccer, a 501(c)(3) nonprofit, is the official governing body of the sport in the United States. Our vision is clear; we exist in service to soccer. Our ambition, working across the soccer ecosystem, is to ignite a national passion for the game. We believe soccer is more than a sport; it is a force for good. We are focused in three areas: Soccer Everywhere, ensuring everyone, everywhere experiences the joy of soccer; Soccer Success, our 27 National Teams and pro leagues winning on the world stage; and Soccer Investment, maximizing and diversifying investments to sustainably grow the game at all levels. For more information, visit ussoccer.com/ourvision.
For more than 115 years, Ferrara has created sugar confections that enable moments of sweetness, celebration, and connection for candy lovers of all generations. Today, the company is a leading sugar confectioner in the United States and Brazil, with global sales in more than 40 countries. Ferrara boasts a passionate team of more than 8,600 employees creating and delivering hundreds of products sold under 30+ popular brands like BRACH’S®, Jelly Belly®, NERDS®, SweeTARTS®, Laffy Taffy®, and Trolli® to more than 67 million U.S. households annually and popular Dori snacking products under brands such as Dori, Gomets, Pettiz, and Yogurte 100 in Brazil. Ferrara's success in industry-leading innovation has been driven by deep consumer insights, strong retailer partnerships, and a dedication to diversity of thought, experience, and people. The company has its global headquarters in Chicago and an operational network of more than 27 locations in North America, Brazil, China, and Thailand that includes manufacturing, distribution, sales, and R&D facilities. Ferrara is a privately held Ferrero-affiliated company. Learn more at www.ferrara.com or www.linkedin.com/company/ferrara.