Kellanova Becomes Official Snack of US Soccer Federation, Fueling National Pride and Growth in Fandom.

Kellanova has partnered with the U.S. Soccer Federation to become the Official Snack of U.S. Soccer, coinciding with major events like the FIFA Men's World Cup 2026 and 2028 Olympic Games. The partnership aims to celebrate team spirit and community, leveraging a 400% increase in first-time fans year-over-year. Kellanova will activate the partnership through advertising, digital content, retail activations, and purpose-driven events.

Title: Kellanova Partners with U.S. Soccer Federation as Official Snack Sponsor

Kellanova, a global snacking powerhouse, has announced a strategic partnership with the U.S. Soccer Federation to become the Official Snack of U.S. Soccer. This collaboration, themed "It Takes a Pack," coincides with major soccer events such as the 2026 FIFA Men's World Cup and the 2028 Olympic Games in Los Angeles. The partnership aims to celebrate team spirit and community, leveraging a significant 400% increase in first-time fans year-over-year.

Kellanova, known for its extensive snack portfolio, will activate the partnership through national advertising, digital content, retail activations, and purpose-driven events. The company's entire snack portfolio will be featured, marking Kellanova North America's first comprehensive sports partnership [1].

The partnership reflects U.S. Soccer's deep commitment to community. Through its strategic pillar "Soccer Everywhere," U.S. Soccer aims to ensure everyone can experience the joy of the game. This collaboration mirrors that mission, amplifying the everyday Most Valuable Players that make soccer thrive across the country [2].

Kellanova President, Nico Amaya, stated, "The surge in U.S. soccer fandom—up 400% in first-time fans year-over-year—is more than a trend; it's a movement. This partnership gives Kellanova a unique opportunity to fuel national pride in this sport, drive portfolio growth, and strengthen consumer connections with our brands." The company's Chief Marketing Officer, Julie Bowerman, added, "We're proud to make soccer one of our next big bets to connect our brands to the heart of a growing community that thrives on passion, pride, and the power of coming together" [3].

Fans can expect Kellanova's brands to appear in national advertising, along with engaging digital and social media content and exclusive assets featuring the company's iconic brand mascots. There will also be exciting retail activations, creative packaging, in-store displays, and purpose-driven events in key soccer communities across the country.

References:
[1] https://newsroom.kellanova.com/2025-08-06-U-S-Soccer-Federation-and-Kellanova-Come-Together-to-Celebrate-the-Team-Spirit-at-the-Heart-of-Soccer-in-New-National-Partnership
[2] https://www.stocktitan.net/news/K/u-s-soccer-federation-and-kellanova-come-together-to-celebrate-the-3h53e7c2seoq.html
[3] https://www.morningstar.com/news/pr-newswire/20250806de45247/us-soccer-federation-and-kellanova-come-together-to-celebrate-the-team-spirit-at-the-heart-of-soccer-in-new-national-partnership