SHERIDAN, WYOMING – August 27, 2025 – Soccer fans in the U.S. are about to find even more reason to celebrate. Kellanova, the global snacking company behind Pringles®, Cheez-It®, and Rice Krispies Treats®, has joined forces with the U.S. Soccer Federation in a brand-new partnership. As the “Official Snack of U.S. Soccer,” the collaboration will fuel fans, families, and athletes alike, with the unifying rallying cry: “It Takes a Pack.”
Why this partnership matters for fans
This isn’t just a corporate deal—it’s a cultural moment. With soccer fandom in the U.S. up 400% among first-time fans year-over-year, the sport is no longer just for the diehards. From neighborhood fields to massive stadiums, more Americans are making soccer part of their weekly routine.
And with the U.S. set to host the 2026 FIFA Men’s World Cup and welcome soccer again at the 2028 Los Angeles Olympic Games, the timing couldn’t be better. Kellanova is stepping onto the pitch not only to promote its snacks but also to celebrate the communities that make soccer thrive.
Snacks as part of soccer culture
Soccer isn’t just a game—it’s an experience filled with pre-match rituals, halftime traditions, and post-game celebrations. Snacks play a starring role in that atmosphere. Whether it’s a bag of Cheez-It shared among friends or a box of Rice Krispies Treats on the sidelines, food connects fans across generations.
David Wright, Chief Commercial Officer of U.S. Soccer, summed it up perfectly: “Kellanova understands that soccer is more than a game, it’s a shared experience that brings people together. This partnership is our way of celebrating the full soccer community, from the sidelines to the snack aisles.”
What fans can expect
Kellanova isn’t just plastering logos on jerseys. The brand promises a hands-on approach that fans will see and feel:
- National advertising campaigns featuring iconic brand mascots.
- Interactive retail experiences with themed displays and limited-edition packaging.
- Digital and social media content designed to be shared and celebrated by fans online.
- Community-focused events in soccer hot spots across the country.
A growing movement, not just a trend
For Kellanova, this partnership is about more than brand visibility. Nico Amaya, President of Kellanova North America, explained: “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.”
That strategy ties directly into U.S. Soccer’s own mission, which emphasizes making the game accessible to everyone, everywhere.
Mini comparison: snacks in sports partnerships
Other major sports in the U.S. have long been tied to food brands—think peanuts and Cracker Jack with baseball or Gatorade with the NFL. Kellanova’s move into soccer marks a fresh entry point, and it positions snacks as central to the “soccer lifestyle.” Unlike energy drinks or performance supplements, this partnership leans into everyday enjoyment—making it relevant for both elite athletes and weekend players.
The lifestyle impact
Julie Bowerman, Chief Marketing Officer of Kellanova North America, highlighted the long-term vision: “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.”
For families, this means more moments where snack time and soccer time overlap. Picture kids heading to practice with Pop-Tarts in their backpacks, or fans at viewing parties reaching for a can of Pringles as they watch their team take the field.
Quick FAQ: what this means for everyday fans
Q: Will Kellanova snacks be at U.S. Soccer games?
A: Yes, fans can expect branded activations, mascots, and fun on-site experiences.
Q: Which snacks are part of the deal?
A: Household favorites like Cheez-It, Pringles, Rice Krispies Treats, Pop-Tarts, and more.
Q: Does this affect only the men’s team?
A: No—the partnership spans men’s, women’s, youth, and community soccer events.
Q: When will we see the changes?
A: Expect activations to roll out starting ahead of the 2026 World Cup buildup.
The bottom line
This partnership is about more than sponsorship; it’s about weaving snacks into the fabric of American soccer. For fans, that means more flavor, more fun, and more ways to celebrate the sport they love.
Learn more at Kellanova.com or USSoccer.com.