As the 2026 FIFA World Cup kicks off today, brands are tapping into months of anticipation to reach U.S. soccer fans. This week, Truly Hard Seltzer, the official hard seltzer of U.S. soccer since 2022, officially awarded Hoboken, New Jersey, the title of Believe, USA, for the duration of the tournament this summer.For the opening celebration, the hard seltzer brand launched the Truly Believe Bar pop-up bar and clubhouse in Hoboken’s Texas Arizona bar on 76 River St. The space featured jerseys, flags and signed memorabilia. It also offered various activities, including a station where risk-taking patrons could get permanent Believe-themed tattoos to show their love and support for U.S. soccer, a claw machine full of exclusive merchandise, a foosball table and a DJ set.The pop-up is an extension of Truly Hard Seltzer’s “Drink Like a Believer” campaign. The push features the Truly Star Squad Variety Pack, created in collaboration with U.S. Soccer, showcasing Watermelon Wave, Orange Slices, Baller Berry and Red, White & Tru flavors. It also includes Truly 12 Collectible City Cans, featuring limited-edition 24-ounce Truly Wild Berry custom cans representing 11 tournament host cities and one can representing the U.S.Atlanta, Boston, Dallas, Houston, Kansas City, Los Angeles, Miami, New York–New Jersey, Philadelphia, the San Francisco Bay Area and Seattle are all the U.S. cities hosting games during the tournament. To honor the city’s new name and destination for U.S. soccer fans, Hoboken Mayor Emily Jabbour signed a proclamation officially renaming the city “Believe, USA.” She helped kick off Tuesday’s event with a ribbon-cutting ceremony and handed the key of Believe to former U.S. Men’s National Team (USMNT) player Brian McBride, who also attended the event as the newly named “Honorary Mayor of Believe, USA.” This marks the first time in nearly 250 years that a U.S. city has claimed the name “Believe.” (Photo credit: Truly, used with permission)Truly Hard Seltzer will also donate to the Hoboken Business Alliance to support the city’s small businesses, restaurants and bars. “Hoboken has always been a city that shows up — for each other, for our community and today, for U.S. Soccer,” Mayor Jabbour said in a statement. “I am excited that we were nominated and thankful that when Truly and U.S. Soccer went looking for a city that believes, they selected us! I'm proud to declare the City of Hoboken the capital of American soccer fandom and to welcome fans from everywhere to see what that looks like in person. I encourage you to come, celebrate U.S. soccer responsibly and enjoy all that our wonderful business community has to offer.” Truly Hard Seltzer selected Hoboken after a monthslong nationwide search that began in April when the brand invited fans across the country to nominate a community that best exemplifies U.S. Soccer. According to the brand, Hoboken quickly rose to the top. “Fans like the ones in Hoboken bring a kind of energy you can’t miss,” McBride added. “Walking into the Truly Believe Bar brought me right back. This isn’t just about renaming a city — it’s about giving fans a place to come together and be part of something bigger.”“This summer is about more than the matches themselves. It’s about the communities, traditions and fans that make soccer such an important part of people’s lives,” David Wright, chief commercial officer at U.S. Soccer, added. “As this summer’s tournament comes to our doorstep, we’re seeing more people connect with the game and with each other. The Truly Believe Bar creates a place for fans to come together and be part of that experience.”As the 2026 FIFA World Cup begins, many brands such as Nike, McDonald’s, Uber Eats, Adidas and more have been launching campaigns ahead of the kickoff.