- Sam's Club announced a partnership with actor Jason Sudeikis on May 28, 2026, inviting people to experience what it means to belong to a club "built for members and with members."
- The "Come Join Us" campaign runs across social, digital, and broadcast channels, covering summer events from Fourth of July barbecues and holiday travel to back-to-school season, and also features IndyCar driver Kyle Kirkwood and soccer stars Alex Morgan and Trinity Rodman.
- Sam's Club CMO Jeff Jenkins emphasized that the brand is "not talking at members" but building the club alongside them, reflecting the retailer's participation-retail strategy.
- This is Sudeikis's first known partnership with Sam's Club; the Ted Lasso star has been on a brand-deal hot streak in 2026, recently fronting campaigns for both Visa and Burberry.
Sam’s Club is teaming up with actor and producer Jason Sudeikis to invite people everywhere this summer to experience what it truly means to belong to a club built for members and with members.
Sudeikis joins IndyCar Series driver Kyle Kirkwood, along with soccer stars Alex Morgan and Trinity Rodman, to celebrate the summer’s favorite fandoms.
This marks Sudeikis’s first partnership with Sam’s Club. The Ted Lasso co-creator has been one of the most in-demand faces in brand marketing this year. Visa tapped him to front its “Tap In” FIFA World Cup 2026 campaign and he also stars in Burberry’s football-themed “A Good Sport” Autumn 2026 campaign alongside Romeo Beckham and Jodie Turner-Smith. His earlier brand work includes partnerships with Michelob Ultra and Taco Bell.
For Sam’s Club, this campaign marks a notable shift toward celebrity-driven storytelling. Much like how Milly Alcock partnered with Ulta Beauty for a superhero-inspired campaign, the retailer is using cultural relevance and star power to deepen its emotional connection with members rather than simply pushing product.
Takeaways
Sam’s Club is betting that community identity, not just price or convenience, is what keeps members loyal. Tapping Sudeikis, whose biggest cultural hit (Ted Lasso) is literally about belonging, teamwork, and showing up for people, is a sharp, intentional casting choice.
This is not a celebrity slapping a logo on a store shelf, it’s a values alignment play. And with the summer of soccer (FIFA World Cup 2026 kicking off on home turf) as a backdrop, Sam’s Club is inserting itself right into the cultural conversation.
Does Sudeikis’s “everyman with heart” persona make him the perfect face for a membership community brand or is the Ted Lasso association starting to feel overplayed? Alex Morgan and Trinity Rodman’s inclusion ties the campaign to the World Cup summer moment, smart timing or too crowded a message?
