'My why was wanting to be a part of team' - U.S. soccer legends Ali Krieger, Clint Dempsey stress importance of 'togetherness' in new campaign

U.S. soccer icons Ali Krieger and Clint Dempsey have joined forces with Jim Beam, the official spirit partner of the U.S. Soccer Federation, for their latest campaign titled "There's No 'I' In Beam."

The campaign aims to celebrate the spirit of teamwork and shared experiences, both on and off the field. Throughout the campaign, Krieger and Dempsey share personal stories of teamwork and friendship, drawing parallels between their experiences in soccer.

“Just wanting to be really good at something and understanding your why and your passion," Krieger said. "I think you want to be good at it, you want to give your best and you want to succeed. My why was wanting to be a part of team and I wanted to win but at the end of the day, everyone has be bought into that one task and if you’re not, then it’s not going to work."

This collaboration underscores the growing intersection of sports and lifestyle brands. As soccer continues to gain popularity in the United States, partnerships like this one help elevate the sport's profile while also connecting with fans.

The bourbon maker has forged a strong connection with both the US men’s national team and the US women’s national team. They even celebrated the USWNT's match against Argentina in Louisville, which marked the team’s return to the city after 20 years.

While both Krieger and Dempsey have retired from professional football, their sucessors in the USMNT and the USWNT are in action.

The USMNT faces Panama in the CONCACAF Nations League Semifinal on March 20. The USWNT are currently competing in the She Believes Cup, having won their first game 2-0 against Colombia.