Kellanova has partnered with the U.S. Soccer Federation (USSF) to become the Official Snack of U.S. Soccer, as revealed in details shared with Marketing Dive. This marks Kellanova North America’s inaugural sports partnership encompassing its entire snack portfolio, including Pringles, Cheez-It, and Pop-Tarts. The collaboration comes amidst the company’s significant increase in sports marketing expenditure since 2018.
“We are dedicated to investing in sports due to the value it brings in enhancing fan engagement, cultural relevance, and driving strong returns on our brand-building efforts,” stated Julie Bowerman, Chief Marketing Officer of Kellanova North America.
The timing of the partnership coincides with the upcoming 2026 FIFA Men’s World Cup hosted by the U.S. and the 2028 Summer Olympic Games in Los Angeles. Soccer’s popularity has surged, with a year-over-year increase of over 400% in first-time fans. Dan Gaiman, Senior Vice President of Partnership Development and Strategy at the USSF, described this period as “transformative” for the sport.
“We are actively seeking brands that share our enthusiasm for the exciting times ahead and are eager to engage with the sport,” Gaiman remarked. “Kellanova has the ability to create joyful moments that connect fans with the game, both on the shelves and in the stadiums.”
Brand Halo
The collaboration, under the tagline “It Takes a Pack,” will feature Kellanova’s brands in national advertising, digital and social content, incorporating the company’s brand mascots. The initiative will also encompass retail activations, packaging, in-store displays, and purpose-driven events.
“Next year is poised to be a significant cultural moment centered around soccer, and our partnership will shed light on various dimensions,” stated Maggie Gilliam Hoy, Senior Director of Omni Capabilities and Center of Excellence Lead at Kellanova.
The USSF, as the governing body of American soccer at various levels, including national teams and leagues, emphasizes the importance of aligning with brand partners that share similar values.
“Brand halo is crucial; we seek brands with a strong national presence that can elevate the sport during this pivotal period and are committed to engaging with our fans,” Gaiman emphasized.
A Frought Playing Field
Kellanova emerged as a focused snack business following the Kellogg Company’s split of its North American cereal business as WK Kellogg Co in October 2023. With net sales of approximately $13 billion in 2024, Kellanova attracted a $36 billion bid from food giant Mars, facing regulatory hurdles in the EU.
Amidst changing consumer preferences, trade-related challenges, and economic uncertainties, Kellanova navigates a competitive consumer packaged goods landscape. The soccer partnership demands extensive effort to expand and activate.
“We remain steadfast in our strengths, which lie in our robust brands and collaborations with retail partners,” Gilliam Hoy affirmed. “We are focused on driving strong business as usual.”
Furthermore, the partnership unfolds amidst heightened sensitivity to sociopolitical issues, exacerbated by influences such as President Trump. Concerns surrounding the U.S.’s suitability to host major sporting events, fueled by administration policies, present challenges that Kellanova aims to avoid.
“Our focus extends beyond the World Cup to encompass emotional and cultural connections that soccer evokes,” Gilliam Hoy expressed. “We aim to tap into the universal experiences tied to soccer.”