Ferrara has inked a multi-year agreement with the U.S. Soccer Federation to serve as its official candy partner. The partnership aims to “Sweeten the Fandom” by integrating Ferrara’s candy products into fan-engagement initiatives like sampling programs, limited-edition products, on-site stadium activations, co-branded campaigns and community engagement events. The shared goal of the organizations is to bring fans closer to the game, whether they’re attending matches, watching from home or at community events. For convenience services operators, Ferrara’s sampling programs and community engagement events may provide avenues to introduce the candy brands to a wider audience, potentially increasing product visibility and consumer interest. David Wright, chief commercial officer of U.S. Soccer, emphasized the importance of fandom in the sport’s culture in a release, stating, “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.” Greg Guidotti, chief marketing officer at Ferrara, echoed this sentiment, highlighting the shared passion between soccer fans and Ferrara’s brands.