Hoboken Renamed 'Believe, USA' as Soccer Fandom Capital
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Jun 10 2026
0mins
Source: Newsfilter
- City Renaming: Hoboken has been officially renamed 'Believe, USA' to support U.S. Soccer, becoming the epicenter of soccer fandom during the summer tournament, showcasing the city's passion for the sport and community spirit.
- Special Events: The Truly Believe Bar opened in Hoboken as a gathering place for soccer fans, where Mayor Emily B. Jabbour named U.S. Men's National Team legend Brian McBride as 'Honorary Mayor of Believe, USA,' enhancing the tournament's atmosphere.
- Brand Promotion: Truly Hard Seltzer has been the Official Hard Seltzer of U.S. Soccer since 2022, launching the 'Drink Like a Believer' campaign aimed at enhancing brand recognition through tournament activities and supporting local small businesses.
- Community Support: Truly Hard Seltzer donated to the Hoboken Business Alliance to support local small businesses, restaurants, and bars, ensuring the spirit of 'Believe, USA' continues to impact the community long after the tournament concludes.
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Analyst Views on SAM
Wall Street analysts forecast SAM stock price to rise
9 Analyst Rating
1 Buy
7 Hold
1 Sell
Hold
Current: 171.910
Low
192.00
Averages
239.01
High
326.00
Current: 171.910
Low
192.00
Averages
239.01
High
326.00
About SAM
The Boston Beer Company, Inc. is engaged in the business of selling alcohol beverages throughout the United States and in selected international markets, under various trade names. The trade names include The Boston Beer Company, Twisted Tea Brewing Company, Hard Seltzer Beverage Company, Angry Orchard Cider Company, Dogfish Hea Craft Brewery, Dogfish Head Distilling Co., Angel City Brewing Company, Coney Island Brewing Company, Green Rebel Brewing Co., TeaPot Worldwide, Sun Cruiser Beverage Co., American Fermentation Company LLC, and Sinless Spirits Company. It produces alcohol beverages, including flavored malt beverages, hard seltzer, beer, hard cider, spirits-based ready-to-drink beverages (spirits RTDs) and distilled spirits at Company-owned breweries and its cidery and under contract arrangements at other production facilities. The four primary Company-owned breweries are focused on production and research and development. The Company sells its beverages in various packages.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- City Renaming: Hoboken has been officially renamed 'Believe, USA' to support U.S. Soccer, becoming the epicenter of soccer fandom during the summer tournament, showcasing the city's passion for the sport and community spirit.
- Special Events: The Truly Believe Bar opened in Hoboken as a gathering place for soccer fans, where Mayor Emily B. Jabbour named U.S. Men's National Team legend Brian McBride as 'Honorary Mayor of Believe, USA,' enhancing the tournament's atmosphere.
- Brand Promotion: Truly Hard Seltzer has been the Official Hard Seltzer of U.S. Soccer since 2022, launching the 'Drink Like a Believer' campaign aimed at enhancing brand recognition through tournament activities and supporting local small businesses.
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- Product Range: Dogfish Head's cocktail mix packs feature various flavors, including Strawberry Honeyberry Vodka Lemonade and Blood Orange Mango Vodka Crush, each at 7.0% ABV, showcasing the brand's expertise and innovation in mixology.
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- Brand Promotion Strategy: With Cruiser Caddies dressed in custom outfits and a retro beverage cart, the initiative aims to create an engaging atmosphere and draw attention from spectators, likely boosting brand recognition and market share at high-profile events.
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- City Renaming: Hoboken has been officially renamed 'Believe, USA' to support U.S. Soccer, becoming the epicenter of soccer fandom during the summer tournament, showcasing the city's passion for the sport and community spirit.
- Special Events: The Truly Believe Bar opened in Hoboken as a gathering place for soccer fans, where Mayor Emily B. Jabbour named U.S. Men's National Team legend Brian McBride as 'Honorary Mayor of Believe, USA,' enhancing the tournament's atmosphere.
- Brand Promotion: Truly Hard Seltzer has been the Official Hard Seltzer of U.S. Soccer since 2022, launching the 'Drink Like a Believer' campaign aimed at enhancing brand recognition through tournament activities and supporting local small businesses.
- Community Support: Truly Hard Seltzer donated to the Hoboken Business Alliance to support local small businesses, restaurants, and bars, ensuring the spirit of 'Believe, USA' continues to impact the community long after the tournament concludes.
See More
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- Product Diversity: The collection includes apparel and accessories for both men and women, such as polos, quarter-zips, hats, and golf gloves, designed to provide stylish yet functional options for golf enthusiasts, enhancing brand appeal.
- Health Drink Positioning: Sun Cruiser's ready-to-drink cocktail lineup features only 100 calories and 1 gram of sugar per serving, with an ABV of 4.5%, making it an ideal beverage for the golf course and outdoor activities, further solidifying its market position.
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