Jim Beam, official spirit sponsor of the U.S. Soccer Federation, launched the next chapter of its “Home Field Advantage” campaign: a national call for fans to show up and rally behind the U.S. Men’s National Team (USMNT). 

The campaign begins at Jim Beam’s distillery in Clermont, Kentucky, where Kentucky-native lawn artist Chase Steson, known as That Lawn Dude, brings “Home Field Advantage” to life. 

Using his signature precision mow style, Steson carved a massive message of support into the distillery grounds. With a backdrop of Jim Beam’s iconic barn, the installation is bold in scale and unmistakably American in spirit, serving as a rallying cry for fans of soccer’s biggest stage.

“The lawn is my medium, and Jim Beam gave me the ultimate canvas – their own home field,” Steson said in a news release. “This one is for the USMNT and for every fan out there who wants to show up for the team. If I can inspire even one person to grab their mower, flowers, chalk, spray paint – whatever they’ve got – and put their support for the team out into the world, we’ve done something real.”

Today’s activation is the latest chapter in Jim Beam’s journey to the pitch, which began with the brand’s ‘Home Field Advantage’ campaign spot earlier this Spring, featuring American soccer legend Tim Howard, who spent his career playing in some of the loudest, most electric stadiums on the planet. Howard knows firsthand that fan energy doesn’t stay in the stands.

“Jim Beam understands the power of fan energy and how it can fuel a team,” Howard said. “I’ve played in front of packed stadiums, and I can tell you firsthand that the players on the field know when the whole country is behind them. That energy builds, travels, and makes a real impact. That’s what Jim Beam is tapping into with this campaign. You don’t have to be in the stadium – you just have to show up. Mow a message into your lawn, write it on your window, and shout it from your stoop. The team will feel it.”

“At Jim Beam, we know fans are the ones who create the atmosphere that makes this tournament special,” Regan Clarke, vice president of American Whiskey at Suntory Global Spirits, said. “Whether it’s gathering with friends, decorating your space, or showing support in your own way, we want to bring energy to fans wherever they are and encourage them to create their own home field advantage.”

Fans can join the movement by sharing their own “Home Field Advantage” displays by tagging @JimBeamOfficial on Instagram and enter at HomeField.JimBeam.com for a chance to win a special “Home Field Hosting Haul” kit.

The road doesn’t stop in Kentucky. Jim Beam will be in Chicago for the USMNT send-off match next month, followed by a third stop in Venice Beach. Fans are invited to follow along on @JimBeamOfficial and keep an eye out for exciting reveals in both cities throughout match weekends.

In the lead-up to the tournament, Jim Beam will roll out a fully integrated campaign across digital, social and experiential platforms, with consumer activations designed to deepen engagement and drive fan participation nationwide.

The campaign will run across select cable channels, YouTube TV, Roku, Netflix, ESPN+, Peacock, Meta & Reddit.

Read more: Beam Releases Little Book Chapter 10: All the Wiser

About Jim Beam

The James B. Beam Distilling Co. has crafted genuine American Whiskey since 1795. Its portfolio includes globally coveted and award-winning whiskey brands including Jim Beam, Basil Hayden, Knob Creek, Booker’s, Baker’s, Little Book and many others. The James B. Beam Distilling Co. crafts American Whiskey with genuine, quality ingredients that are distilled and aged without compromise at its family distilleries in Clermont, Kentucky. For more information, visit https://www.beamdistilling.com/.