U.S. Soccer Federation and Kellanova Come Together to Celebrate the Team Spirit at the Heart of Soccer in New National Partnership

Rhea-AI Summary

Kellanova (NYSE:K) has announced a strategic partnership with the U.S. Soccer Federation, becoming the Official Snack of U.S. Soccer. The collaboration, themed "It Takes a Pack," comes ahead of major soccer events including the 2026 FIFA Men's World Cup and the 2028 Olympic Games in Los Angeles.

The partnership capitalizes on the significant growth in U.S. soccer fandom, which has seen a 400% increase in first-time fans year-over-year. Kellanova will activate the partnership through national advertising, digital content, retail activations, and purpose-driven community events. The company's entire snack portfolio will be featured, marking Kellanova North America's first comprehensive sports partnership.

Positive

• Strategic timing ahead of major soccer events in 2026 and 2028
• Leverages 400% growth in first-time soccer fans year-over-year
• Potential for portfolio growth through national advertising and retail activations
• Access to exclusive marketing assets and U.S. Soccer partnership benefits

Negative

• None.

This marks Kellanova North America's first partnership in sports for its entire snack portfolio

ATLANTA and CHICAGO, Aug. 6, 2025 /PRNewswire/ -- Today, the U.S. Soccer Federation and Kellanova, a global snacking powerhouse, announced a partnership making Kellanova the Official Snack of U.S. Soccer. Together, they'll unite under the rallying cry "It Takes a Pack" to celebrate the full team behind every soccer moment, from the elite athletes to the fans, families, coaches and communities that fuel the sport. 

Kellanova is partnering with U.S. Soccer at a pivotal moment for the sport, as the U.S. prepares to host some of the world's most iconic soccer events. In 2026, the FIFA Men's World Cup will be played across 11 U.S. cities, drawing billions of viewers worldwide. Just two years later, soccer will again take center stage during the 2028 Olympic Games in Los Angeles.

"Kellanova understands that soccer is more than a game, it's a shared experience that brings people together," said David Wright, Chief Commercial Officer, U.S. Soccer Federation. "This partnership is our way of celebrating the full soccer community, from the sidelines to the snack aisles. Together, we're celebrating the players, parents, coaches and fans that surround and support soccer at every level."

On and off the field, Kellanova has long been a trusted presence in the lives of soccer families and players of all ages. Now, Kellanova is elevating its support to the national stage, engaging with fans and athletes at men's, women's, youth, and more soccer events to create memorable and shareable moments within the game's broad support system.

"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," 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."

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.

"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 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."

The partnership reflects U.S. Soccer's deep commitment to community. Through Soccer Everywhere, one of its three strategic pillars, U.S. Soccer works to ensure everyone, everywhere 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.

About the U.S. Soccer Federation 

Founded in 1913, U.S. Soccer, a 501(c)(3) nonprofit, is the official governing body of the sport in the United States. Our vision is clear; we exist in service to soccer. Our ambition, working across the soccer ecosystem, is to ignite a national passion for the game.  We believe soccer is more than a sport; it is a force for good.  We are focused in three areas:  Soccer Everywhere, ensuring everyone, everywhere experiences the joy of soccer; Soccer Success, our 27 National Teams and pro leagues winning on the world stage; and Soccer Investment, maximizing and diversifying investments to sustainably grow the game at all levels.  For more information, visit ussoccer.com/ourvision. 

About Kellanova

Kellanova (NYSE: K) is a leader in global snacking, international cereal and noodles, and North America frozen foods with a legacy stretching back more than 100 years. Powered by differentiated brands including Pringles^®, Cheez-It^®, Pop-Tarts^®, Kellogg's ^® Rice Krispies Treats^®, RXBAR^®, Eggo^®, MorningStar Farms^®, Special K^® and more, Kellanova's vision is to become the world's best-performing snacks-led powerhouse, unleashing the full potential of our differentiated brands and our passionate people. Our net sales for 2024 were approximately $13 billion.

At Kellanova, our purpose is to create better days and ensure everyone has a seat at the table through our trusted food brands. We are committed to promoting sustainable and equitable food access by tackling the crossroads of hunger, sustainability, wellbeing, and equity, diversity & inclusion. Our goal is to create Better Days for 4 billion people by the end of 2030 (from a 2015 baseline). For more detailed information about our commitments, our approach to achieving these goals, and methodology, please visit our website at https://www.kellanova.com.

-ussoccer.com-

View original content to download multimedia:https://www.prnewswire.com/news-releases/us-soccer-federation-and-kellanova-come-together-to-celebrate-the-team-spirit-at-the-heart-of-soccer-in-new-national-partnership-302522627.html

SOURCE Kellanova

FAQ

What is Kellanova's new partnership with U.S. Soccer in 2025?

Kellanova (NYSE:K) has become the Official Snack of U.S. Soccer, launching a national partnership themed 'It Takes a Pack' to celebrate the entire soccer community.

How much has U.S. soccer fandom grown according to Kellanova's announcement?

U.S. soccer fandom has experienced a 400% increase in first-time fans year-over-year, demonstrating significant growth in the sport's popularity.

What major soccer events will coincide with Kellanova's U.S. Soccer partnership?

The partnership aligns with the 2026 FIFA Men's World Cup across 11 U.S. cities and the 2028 Olympic Games in Los Angeles.

How will Kellanova activate its U.S. Soccer partnership?

Kellanova will activate through national advertising, digital content, retail activations, creative packaging, in-store displays, and purpose-driven community events.

Is this Kellanova's first sports partnership?

This marks Kellanova North America's first partnership in sports for its entire snack portfolio.