Revolutionizing Sports: Ferrara Candy's Official Sponsorship with US Soccer

Reza Mamodhoussen
Nov 14
2 min read

🌸 Candy Meets the Pitch: Ferrara Becomes US Soccer’s First Official Candy Sponsor

We’re Back — Breaking Down Big Moves in Women’s Soccer Marketing

I’m back in the mix, and today’s story is sweet—literally. Ferrara, the company behind candy brands like Nerds, Laffy Taffy, and Trolli, has just signed a multi-year deal to become the official candy sponsor of U.S. Soccer, a partnership that runs through the 2026 FIFA World Cup and into the 2028 Olympics (Marketing Brew, Oct. 14, 2025).

🍬 What the Partnership Really Looks Like

Ferrara’s move into women’s soccer isn’t just about slapping a logo on a jersey or stadium board. It’s part of a broader marketing play: connecting with a younger, culturally engaged fanbase through experiential campaigns, in-store activations, and social content.

According to Ferrara’s CMO, the company sees a thematic overlap—the spirit of soccer in the summer and its cultural relevance—making it a natural fit for their brand (Marketing Brew, Oct. 14, 2025).

🎯 Why This Partnership Matters for Marketers

Fresh Category in Soccer Sponsorship: Candy isn’t a traditional sports sponsor. By backing U.S. Soccer, Ferrara is breaking into a category that’s rarely associated with athletic performance—showing that non-traditional brands can find value in women’s soccer.
Emotional & Cultural Relevance: The campaign leans into fun, nostalgia, and shared experiences. As Ferrara puts it, soccer “is in the hearts and minds of consumers… like summer football,” which helps frame their activation strategy around moments, not just transactions (Marketing Brew, Oct. 14, 2025).
Multi-Touch Engagement: Expect Ferrara to activate in retail (candy aisle tie-ins), digital (soccer-themed social media content), and possibly experiential settings tied to U.S. Soccer events. This isn’t a passive logo deal—it’s a chance to build stories and interactions.

📝 Key Takeaways for Sports Marketers

Strategy	Why It Works
Think beyond “sports brands”	Non-endemic brands like candy can make meaningful, culturally resonant sponsorships.
Build campaigns around fan moments	Use the emotional and social energy of soccer to create marketing sweet spots.
Layer your activations	Retail, content, and live experience all working together = stronger impact.
Leverage major events	Aligning with the World Cup and Olympics gives the partnership scope and visibility.

🔮 What to Watch Next

How Ferrara brings this to life: Will there be stadium sampling, co-branded retail packaging, or digital content tied to U.S. national team moments?
Whether other consumer brands (snacks, lifestyle, tech) follow Ferrara’s playbook into women’s soccer.
How this deal impacts fan perception: will candy be seen as a meaningful soccer sponsor, or just a quirky match-up?

🏁 Final Thought

Ferrara’s deal with U.S. Soccer proves that women’s soccer is a serious platform—not just for traditional sports brands, but for unexpected, culturally savvy partnerships.

For marketers, the message is clear: if you want to connect, think creatively—and show up where fans live, not just on the pitch.