By Gary Symons
TLL Editor in Chief
Do you really hate the name of your town? And do you truly believe the U.S. team will win the FIFA World Cup?
If the answer to both those questions is yes, then you might just want to drop a line to Truly Hard Seltzer.
As the biggest soccer tournament in history arrives on U.S. and Canadian soil this summer, belief in the American squad has never been stronger. Truly Hard Seltzer, the Official Hard Seltzer of U.S. Soccer, isn’t just predicting a victory; it’s putting its faith on full display with one of the most unusual World Cup licensing campaigns we’ve seen yet.
“With the world’s biggest tournament coming to North America, one thing is undeniable: American fans don’t just watch the game, they believe in it,” the company says. “They show up with unmatched energy, stand by their team, and back them through every kick until the final whistle.”
Truly Hard Seltzer is so convinced the U.S. team will win that it’s turning their faith into a travel destination, launching a nationwide search to find one equally fanatical American town that truly believes U.S. Soccer will win, and give it a new name: Believe, USA.
In the vast database of knowledge that you don’t know until you know, it turns out that in the nearly 250 years of American history, no city or town has ever officially carried the name Believe. Until now.
Truly says it will turn the selected community into the official home of U.S. Men’s National Team fandom, showcasing its passion on a national stage throughout the tournament.
Once the winning town is chosen, Truly and U.S. Soccer are moving in as the new neighbours, popping up a larger-than-life welcome sign, branded lamp posts down Main Street, a ribbon-cutting ceremony with a U.S. Soccer legend to be named the honorary mayor, and creating the Truly Believe Bar as the official U.S. Soccer party hub all tournament long.
Any U.S. Soccer fan in America can nominate their town, so if you believe your town deserves to be named Believe, USA, head to TrulyBelieveUSA.com from now through April 26 and explain why. The fan behind the winning nomination will earn the title of “First Fan of Believe, USA” by Truly Hard Seltzer.
USMNT star Weston McKennie is encouraging fans to put their town on the map: “I’ve played all over the world, and I can tell you; no one believes like American fans,” McKennie says. “This summer, we have a chance to show that on the biggest stage. One town gets to make history right alongside us. When we win, the Truly Hard Seltzers are on me!”
The winning town will be announced in May, with the full transformation unveiled ahead of the World Cup tournament kickoff in June 2026. Nominations are open to legal U.S. residents 21+ through April 26. For full rules and details, visit Trulybelieveusa.com.
In addition to its plan to rename a municipality, Truly is also launching a nationwide campaign to celebrate U.S. Soccer.
The campaign will include Drink like a Believer: A nationwide campaign bringing the “believe” energy to fans everywhere, from kickoff through the final whistle. The campaign is really more of a nation-wide tailgate part that will run through the entire tournament.
It will include streaming events, location-based events in cities across the U.S., retail activations, special World Cup and U.S. Soccer programming for bars and pubs, and a variety of other fan experiences. The campaign will be anchored by a new U.S. Soccer anthem, which you can see at THIS LINK.
Truly will mark the World Cup by releasing new Truly Hard Seltzer Collectible Cans. The collectible series of 12 limited-edition cans are designed to celebrate all 11 cities going big for soccer this summer as well as the United States as host country.
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Truly will also be releasing the Truly Hard Seltzer Star Squad Pack: A brand-new limited-edition variety pack created in partnership with U.S. Soccer, available across the country now through the end of the tournament.
“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. “Truly is made to bring people together, whether you’re watching games at home with friends, raising a can after a big goal, or chanting for the USMNT with fellow fans at the bar. “
“This summer, Truly is celebrating the unmatched energy, joy, and belief that only soccer can create.”