U.S. Soccer Federation and Kellanova Come Together to Celebrate the Team Spirit at the Heart of Soccer in New National Partnership
This marks Kellanova North America’s first partnership in sports for its entire snack portfolio
ATLANTA & CHICAGO (August 6, 2025) – 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 to engage with fans and athletes at men’s, women’s, youth and more soccer events and to create memorable and shareable moments with 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 show up in national advertising and 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.