U.S. Soccer Federation and Kellanova Come Together to Celebrate the Team Spirit at the Heart of Soccer in New National Partnership
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ATLANTA and CHICAGO, Aug. 6, 2025 ~ In a major announcement today, the U.S. Soccer Federation and global snacking powerhouse Kellanova have joined forces in a new partnership. This partnership will see Kellanova become the Official Snack of U.S. Soccer, uniting under the rallying cry "It Takes a Pack" to celebrate the full team behind every soccer moment.

The timing of this partnership is significant 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 once again take center stage during the 2028 Olympic Games in Los Angeles.

According to David Wright, Chief Commercial Officer of U.S. Soccer Federation, Kellanova understands that soccer is more than just a game - it's a shared experience that brings people together. This partnership is a way for both organizations to celebrate the entire soccer community, from players and fans to families and coaches.

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Kellanova has long been a trusted presence in the lives of soccer families and players of all ages, and now they are taking their support to a national level. The company plans to engage with fans and athletes at various men's, women's, youth, and other soccer events to create memorable moments within the sport's broad support system.

Nico Amaya, President of Kellanova North America, believes that the surge in U.S. soccer fandom - up 400% in first-time fans year-over-year - is more than just a trend; it's a movement. This partnership gives Kellanova an opportunity to fuel national pride in this sport while also driving portfolio growth and strengthening consumer connections with their brands.

Fans can expect to see Kellanova's brands featured in national advertising campaigns as well as engaging digital and social media content. The company's iconic brand mascots will also be featured in exclusive assets. Additionally, there will be exciting retail activations, creative packaging, in-store displays, and purpose-driven events in key soccer communities across the country.

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Julie Bowerman, Chief Marketing Officer of Kellanova North America, expressed the company's pride in making soccer one of their next big bets to connect their brands to a growing community that thrives on passion and pride. She also emphasized the value that sports bring in terms of fan engagement and cultural relevance.

This partnership is a reflection of U.S. Soccer's commitment to community through their Soccer Everywhere initiative. This collaboration aligns with their mission to ensure that everyone, everywhere can experience the joy of the game. By amplifying the everyday Most Valuable Players that make soccer thrive across the country, this partnership truly embodies the spirit of teamwork and unity.

As Kellanova and U.S. Soccer come together under "It Takes a Pack," they are not only celebrating elite athletes but also recognizing the important role that fans, families, coaches, and communities play in fueling the sport. This partnership is a testament to both organizations' dedication to supporting and celebrating all aspects of soccer at every level.
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