Kellanova named U.S. Soccer Federation’s official partner

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Kellanova named U.S. Soccer Federation’s official partner

6 Aug 2025

Maddie Lambert

Maddie Lambert is a copywriter and editor from Joplin, MO. She graduated from Missouri Southern State University with a Bachelor of Arts in English – literary studies. When she’s not poring over the magazine or lost in the pages of a new novel, you can find Maddie exploring her local bookstores, spending time with her husband, or sharing her latest literary discoveries with fellow book enthusiasts.

CHICAGO — Global snacking company Kellanova was named the U.S. Soccer Federation’s “official snack” partner. Together, the duo will celebrate the sport under the campaign tagline, “It Takes a Pack.”

Kellanova is partnering with the federation at a pivotal moment for the sporting franchise, as the US prepares to host several of the world’s most-watched soccer events. In 2026, the FIFA Men’s World Cup will be played across 11 US cities, and just two years later, the 2028 Olympic Games will take place in Los Angeles.

“The surge in US soccer fandom — up 400 percent in first-time fans year-over-year — is more than a trend; it’s a movement,” said Nico Amaya, president of Kellanova North America. “This partnership gives Kellanova a unique opportunity to fuel national pride in this sport, drive portfolio growth and strengthen consumer connections with our brands. We’re proud to support the U.S. Soccer National Teams and to stand with the nation in celebrating the athletes and team spirit that define the sport.”

Consumers can expect Kellanova’s portfolio of brands — including Cheez-It, Pringles, Club Crackers, Pop-Tarts and RXBAR — to appear in national advertising, digital and social media content, and exclusive assets featuring the company’s various brand mascots.

The partnership also includes retail activations, creative packaging, in-store displays and events in key soccer communities across the country.

“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,” said Julie Bowerman, chief marketing officer of Kellanova North America. “We invest in sports because we see the value it brings — not only in growing fan engagement and cultural relevance, but also in delivering strong returns on our brand-building efforts.”

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