Kellanova, a prominent snack brand, has recently announced a partnership with the U.S. Soccer Federation (USSF) to become the Official Snack of U.S. Soccer, marking Kellanova North America’s first venture into sports partnerships for its snack portfolio, which includes popular brands like Pringles, Cheez-It, and Pop-Tarts. This collaboration comes at a time when Kellanova has significantly increased its sports marketing expenditure since 2018, showcasing a strategic move to leverage the power of sports in reaching consumers.
Julie Bowerman, the chief marketing officer of Kellanova North America, expressed the company’s commitment to investing in sports as a means of enhancing fan engagement, cultural relevance, and overall brand-building efforts. With the upcoming 2026 FIFA Men’s World Cup and the 2028 Summer Olympic Games in Los Angeles, the partnership with USSF holds immense significance as soccer fandom continues to grow rapidly, with a substantial increase in first-time fans year over year.
Dan Gaiman, the senior vice president of partnership development and strategy at USSF, emphasized the transformative nature of the current moment for soccer, highlighting the enthusiasm for brands like Kellanova to align with the sport’s momentum. The shared tagline “It Takes a Pack” signifies the partnership’s focus on unity and collective strength, with plans for national advertising, digital and social content, as well as retail activations and purpose-driven events to engage fans.
The emphasis on brand halo and aligning with partners that share values and a commitment to uplifting the sport is a key aspect of the partnership. USSF, as the governing body of American soccer, seeks to collaborate with brands that can contribute to the sport’s growth and engage fans effectively. Despite the challenges in the CPG industry, Kellanova remains focused on leveraging its strong brands and retail partnerships to drive business growth and navigate the evolving landscape.
As the partnership unfolds, both Kellanova and USSF are mindful of the sociopolitical sensitivities surrounding international sporting events and aim to steer clear of controversies that may arise. By staying true to their strengths and focusing on creating emotional connections with consumers through soccer, the partnership aims to capitalize on the cultural significance of the sport and create meaningful experiences for fans.
In a time of heightened awareness and scrutiny, Kellanova’s partnership with USSF represents a strategic alignment of values and a shared vision for leveraging the power of sports to connect with consumers on a deeper level. As the journey unfolds, both brands are poised to make a lasting impact in the world of sports and beyond.
