- Kellanova – the parent company of Pringles, Cheez-It, Pop-Tarts, Eggo, MorningStar Farms, RXBAR, Rice Krispies Treats, and NutriGrain – is now the Official Snack of U.S. Soccer.
- The partnership is unlike other sports partnerships that the company has done as it includes Kellanova North America’s entire snacking portfolio for the first time ever.
- The company said they were getting into the market citing data that soccer has seen a 400% year-over-year surge in first-time fans.
As part of this effort, Kellanova and U.S. Soccer have teamed up on the creative platform called “It Takes a Pack,” which plays on the pack of team players and the packs of snacks needed to feed these players.
“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, in a statement. “We will continue to 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.”
Kellanova is jumping into the soccer business a year ahead of the World Cup being hosted in North America. Brands including Visa, Home Depot, Lenovo and Lids are among those already making plans for next year’s tournaments.
