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Sep, 2025

AYSO Partners with BEEUP Snacks

AYSO Announces Partnership with BEEUP as Official Fruit Snack Partner

TORRANCE, CA (September 23, 2025) – The American Youth Soccer Organization (AYSO) is proud to announce a new partnership with BEEUP, the honey-based fruit snack brand co-founded by David Beckham, as the Official Fruit Snack Partner for the 2025–2026 season. This exciting collaboration underscores AYSO’s ongoing mission to support active families and expand access to youth soccer nationwide.

With over 50,000 teams across more than 600 communities, nearly 400,000 registered players, and 100,000+ volunteers, AYSO is one of the largest youth soccer programs in the world. As part of this partnership, BEEUP will also serve as an Official Sponsor of AYSO PLAY!, a key initiative designed to get more kids playing, keep them playing longer, and help them fall in love with the sport—particularly in communities where soccer opportunities are limited or non-existent.

The partnership will come to life throughout the 2025–2026 season in meaningful ways. Highlights include:

Jersey Integration: Center-logo placement on AYSO PLAY! jerseys, outfitting the players and showcasing BEEUP as a proud supporter of youth and community soccer.

Event Presence: Interactive activations and product sampling at various AYSO “soccer Saturdays,” plus eight AYSO tournaments including two major events in 2025, bringing the BEEUP brand directly to players and families.

“AYSO is thrilled to welcome BEEUP as a partner,” said Matthew Winegar, AYSO National Executive Director. “Their commitment to fueling active families strongly aligns with our values. Together, we can enhance the player experience while continuing to grow the positive impact of youth sports nationwide.”

“BEEUP is partnering with AYSO to create more opportunities for kids to play and enjoy the game,” added Co-Founder David Beckham. “Together with AYSO, we’re excited to support the next generation of soccer players, on and off the field.”

BEEUP products are available nationwide at Target, Target.com, and on the BEEUP website.

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About AYSO

The American Youth Soccer Organization (AYSO) is a national nonprofit committed to delivering quality youth soccer programs in a fun, family-friendly environment. Founded in 1964, AYSO is rooted in Six Philosophies: Everyone Plays®, Balanced Teams, Open Registration, Positive Coaching, Good Sportsmanship, and Player Development. Today, AYSO programs span over 640 communities across the United States. As a member of the U.S. Soccer Federation, all AYSO programs—including AYSO PLAY!—conform to U.S. Soccer standards for safety and player development curricula. Learn more at ayso.org.

About BEEUP

BEEUP is the snack brand for active kids, powered by real honey. Co-founded by David Beckham and Shaun Neff, BEEUP is shaking up the kids’ snack aisle with standout design, bold flavors, and simple ingredients, all rooted in the natural energy of honey. Learn more on the BEEUP website beeupsnacks.com or follow along on Instagram @beeupsnacks.

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