Exclusive: US confectionery raises its game for FIFA World Cup finals snacking bonanza

With all eyes being on the US as the FIFA World Cup officially begins tomorrow, (11 June), the major potential for confectionery companies to make major product inroads has gradually ramped-up within the region, and around the globe, writes Neill Barston.

For many decades, the issue of major sponsorship and branding surrounding the largest of all soccer tournaments has attracted strong rivalries between a host of commercial partners across all sectors, including from within the sweets and snacking arena.

Notably, for the first time, the 2026 iteration of the World Cup will be the first ever to be contested by 48 nations, with the event being hosted across the US, Canada and Mexico.

There has been no shortage of off-field drama, as tales of key visa troubles for certain locations, tensions surrounding the potential presence of ICE border enforcement agents, and the emergence of so-called ‘dynamic pricing’ of ticketing for games have all had an impact on the build-up, there’s still an immense amount of excitement surrounding this epic tournament.

So with the world’s best due to head into the challenge this week, confectionery companies have been hard at work conjuring their own clash of the snacks for the key sporting event – set to be watched by a gigantic audience of up to six billion people around the globe.

With this in mind, Confectionery Production had anticipated that this year’s Sweets & Snacks Expo in Las Vegas (watch our exclusive video review below) may have seen major brands reach for key promotional opportunities on the immense array of more than 1,000 booths – but as strong as the event was, it seems that merchandising has been left to other independent initiatives.

While previous global World Cups have featured major sponsorship deals for the likes of Mars, and Coca Cola on the beverage side (which the drinks giant will be retaining again this year), the most prominent of food based official partners for the 2026 finals will be Lay’s.

The US-brand which traces its heritage to the 1930s has unveiled its latest campaign to draw fans in – and while ‘soccer’ may not be the US national sport, the fact that all three host nations, including America have a stake in this year’s finals means that it is destined to be given a strong place in the spotlight within the region and around the globe. 

For its part, Lay’s has excitedly announced that in addition to ticket giveaways to matches, from  June 14 through July 14, it will transform the 7‑Eleven store at Texas Live! in Arlington into a high-energy pre-game destination, where fans can customise their Lay’s chips into an exclusive, limited-time dish. They can also take part in a “yellow card” activation for a chance to win FIFA World Cup 2026 tickets, or score branded merchandise, and take pictures of the bold store design visuals.

As the business noted, every purchase of Lay’s classic potato chips, unlocks  complimentary chef-inspired toppings and flavor combinations inspired by the Lay’s Table stadium culinary experience, which taps into the wider drive for creating consumer experiences. 

Ferrero’s major campaign
Significantly, for its part, Ferrero last year confirmed a huge $100 million spend on ‘Big Game’ promotions, including specific campaigns surrounding the World Cup, though it is not an official sponsor this time around.

But as its marketing revealed, the business, which is set to play its part in our World Confectionery Conference this September in London, confirmed, it’s ‘going all in’ for the summer of football, in offering fans the chance to win $1 million alongside a host of other prizes during the tournament. 

As part of the campaign, the company has turned to another football legend – of the American variety, in the form of seven-time Super Bowl champion Tom Brady, who has now been recruited as his nation’s number one soccer fan, in cheering on the team at this year’s finals. 

“When Ferrero came to me, it was an easy yes. I consider them the G.O.A.T. (Greatest of All Treats). They stand for quality, passion, and excellence; the same values I’ve always believed in and live by,” said Brady. “They’re also all about celebrating moments that bring people together, and this summer’s soccer tournament is one of those monumental events I’m really looking forward to as a fan.”

Furthermore, he is presently starring in a new TV campaign, built around inspiring fans to enjoy their favourite snacks for every match, which has been shown across Tubi, Netflix, Amazon, HBO, Roku, and Paramount, as well as YouTube, Meta, and TikTok, showcasing  Nutella, Ferrero Rocher, Kinder Bueno, Keebler, Tic Tac, Butterfinger, Crunch, Halo Top, Blue Bunny and more. 

“This summer’s global soccer tournament is the world’s biggest cultural moment, and we’re showing up in a big way,” said Michael Lindsey, President and Chief Business Officer of Ferrero North America.

“Ferrero crafts the best products in the world, so we have a very intentional focus on driving trial by encouraging people who love one of our brands to become fans of the whole Ferrero portfolio.”

Major campaign
While Mondelez’s focus for the recent Sweets & Snacks Expo in Las Vegas may have squarely been upon its core brands, the business has far from forgotten about the World Cup potential.

Notably, it is making strong use of major celebrities including US football stars Christian Pulisic, Alex Morgan and Sophia Wilson and global music icon Pitbull, to celebrate a summer of soccer in some style.

As the company noted, its campaign, which features the nationwide rollout of limited-edition products from brands like Ritz and Chips Ahoy!, also gives fans the chance to win once-in-a-lifetime prizes through the “Score Snack Goals” prize giveaway, which again plays to a common desire to engage fans as much as possible during the sporting extravaganza.

“National sporting occasions bring people together, and snacking is always at the center of the celebration,” said Nick Rogers, Director of Portfolio Marketing and Sponsorship at Mondelēz International. “From our Big Game, March Madness, college football, Inter Miami & Fanatics partnerships, to a summer packed full of soccer, Mondelēz is building a playbook that puts our brands right where fans are watching, cheering and snacking.”

“Heading into a landmark tournament, the energy and stakes are higher than ever,” said Christian Pulisic. “Playing on a global stage is an honor, and it’s a full-circle moment to partner with brands like RITZ, CHIPS AHOY! and Sour Patch Kids that call back great memories of eating them after games as a kid. It means a lot to have them in my corner as I compete this summer.”

Celebrating a home town hero
As our title previously covered, Hershey has entered World Cup celebration fever, with a very special initiative of its own.

The company is marking Christian Pulisic’s involvement in this year’s tournament with a special limited edition chocolate bar that has been created this summer in tribute to the player.

Hershey Pulisic Bar (PRNewsfoto/The Hershey Company)

The US soccer ace, who represents AC Milan, has been officially named in his country’s 26-man squad participating in next month’s huge global tournament that is set to descend on his home nation.

Fans will enjoy family-friendly activities, interactive gameplay moments and exclusive giveaways, including custom-wrapped Pulisic Bars, celebrating its star player ahead of the greatest footballing arena on earth.

Commenting on his special edition bar, the football star noted: “No matter where soccer has taken me, my story started in Hershey,” said Christian Pulisic. “Growing up there shaped who I am and knowing that support is always behind me gives me a sense of comfort and confidence wherever I play. Being able to celebrate that connection with Hershey’s means a lot to me.”