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Kellanova Soccer Strategy and the Evolution of Snack Branding

  • Writer: Reza Mamodhoussen
    Reza Mamodhoussen
  • Sep 25
  • 2 min read

🔥 Kellanova’s Big Soccer Move & the New Wave of Snack Branding

We’re Back—Surfacing the Latest in Sports Marketing Innovation

Hey everyone, happy to be back posting regularly. I’ve been watching what brands are doing lately, especially in the lead-up to big global events like the 2026 FIFA World Cup, and one campaign really caught my eye.


🍿 Kellanova Goes All In with U.S. Soccer

Kellanova North America (the company behind Cheez-It, Pop-Tarts, and Pringles) just inked a deal with the U.S. Soccer Federation—making them the official snack of U.S. Soccer. This marks the first time the full snack portfolio of Kellanova has been tied into a single sports marketing partnership.


They’re using this partnership for more than just logo placements. Retail activations, in-stadium branding, social content, and even “It Takes a Pack”—a campaign tagline—are part of it. The goal: connect in real time with fans, especially younger ones, tapping into trends, creativity, and fandom culture.


🌟 Why This One Matters


  1. Portfolio StrategyInstead of sponsoring with just one brand, Kellanova is leveraging its entire snack family. It’s more ambitious, more visible, and more flexible across channels.

  2. Timing Is on Their SideWith the U.S. preparing to host the 2026 World Cup and the Olympics looming, soccer attention is rising fast. Getting in early builds momentum.

  3. Cultural Relevance + Fan MomentsActivations that go beyond the game—snacks, merch, social content—tend to stick. Fans love experiences that feel connected to their fandom, not just ads broadcasted to them.


🧠 Lessons for Brands, Big & Small


  • If you have multiple sub-brands under a common umbrella, find ways to unite them in big partnerships instead of scattering efforts.

  • Digital content + retail + live experience = power combo. It’s not enough to just show up on a field or in a stadium.

  • Event windows (World Cups, Olympics, etc.) amplify everything. Brands that align with the story and timing can reap big gains in awareness and loyalty.


🚀 What I’m Watching Next

  • How fans respond when the campaign becomes more interactive—think AR experiences, snack-themed fan content, or gamified moments

  • Whether Kellanova can stay authentic in its partnerships—as fans will call out anything that feels disingenuous

  • Which other FMCG (snacks, drinks, apparel) brands double down on sports now that soccer fandom is expanding rapidly in the U.S.

 
 
 

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