With less than two months until the FIFA World Cup touches down in North America, marketers are busy kicking off campaigns that seek to engage soccer obsessives, casual fans and come-latelies to the sport. Mondelēz International, the packaged foods giant that netted approximately $38.5 billion in revenue last year, is tapping into World Cup fever by teaming with icons of sports and culture while continuing always-on marketing efforts around its portfolio of beloved snacks.

“Many of our brands across the whole portfolio have a rich history and heritage when it comes to sporting events as an occasion,” said Nick Rogers, director of portfolio marketing and sponsorship at Mondelēz. “It’s about harnessing the halo effect of this summer of sport.”

The World Cup, which spans 104 matches over five weeks in 11 host cities, represents a ripe opportunity for Mondelēz to drive household penetration, brand sentiment and frequency for its sweet and salty snacks. Certain games, like those including the U.S., Mexico or Lionel Messi’s Argentina team, are predicted to have more than 50 million viewers, Rogers said, describing the occasions as “mini Super Bowl moments.”

“From the shape of our portfolio, how we can show up and what we mean for these individual cohorts, that five-week period — if not longer, in terms of the lead up and then the halo effect afterwards — should mean we’re really having that mass appeal, but at a bespoke level,” Rogers said.

Overall, the tournament is an opportunity to continue a year-round strategy around sports, from the Super Bowl and March Madness into NFL football in the fall. The marketer’s Ritz brand has tapped into pop culture in two consecutive Super Bowl spots, and has partnerships with the NCAA and MLS team Inter Miami CF.

“With regards to showing up from a sport perspective, it’s part of our always-on, occasion-led approach,” Rogers said. “It’s about making sure we’re driving that connection and that emotional value we can bring from these household brands that people grew up with.”

Long-term partnerships

As part of its “Summer of Soccer” campaign, Mondelēz has enlisted soccer stars Christian Pulisic, Alex Morgan and Sophia Wilson, along with musician Pitbull, for a series of limited-time offers and a “Score Snack Goals” sweepstakes. Through July 19, consumers can scan a QR on LTOs or enter at a microsite to win prizes including signed jerseys and prepaid rewards cards.

Grand prizes include trips and bespoke experiences with the celebrities. Pulisic will host a skills class before a match in Florida; Morgan will give a tour of San Diego Wave FC stadium before a match; Wilson will accompany guests to a yoga or meditation session followed by a stadium tour and match; and Pitbull will host a meet-and-greet before a concert. 

In addition, the soccer talent will be featured on three new Chips Ahoy products and other LTOs and special packaging of products from across the Mondelēz portfolio, including Ritz Crackers, Sour Patch Kids, Swedish Fish and BelVita.

“In terms of an overall strategy, it’s about making sure we’ve got the right people on the right brands and telling the right stories for our consumers, around making our brand synonymous with sport,” Rogers said.

That strategy extends beyond this year’s World Cup, as these brand ambassadors will be supporting the brand during the Women’s World Cup in 2027 and the Los Angeles Summer Olympics in 2028.

“These are long-term partnerships. What we don’t want to do is come and go every six weeks at these big moments, and claim we’re showing up,” Rogers said. “The reality is, you need to drive that fresh consistency with consumers because it’s such a busy period of time.”

Connecting with Gen Z

The “Summer of Soccer” could also help Mondelēz and brands like Chips Ahoy engage with crucial Gen Z consumers who have different behaviors and desires around sweet and salty snacks. The cohort is driving on-the-go snacking as they seek convenience and new experiences, Mondelēz shared during its CAGNY 2026 presentation.

“We’re doing so much social listening,” said Mili Laddha, senior director of marketing for Chips Ahoy. “It’s very much looking at where the consumer is, focused in on Gen Z and Hispanics who are making up the majority of Chips Ahoy buyers… They’re the future as we think about those [consumers] that are up-and-coming in terms of making those household purchase decisions.”

Chips Ahoy is leading Mondelēz’s soccer charge and will roll out three LTOs with packaging featuring soccer stars: Chewy Chocolatey Churro with Morgan, Chewy Dulce De Leche with Wilson and Crunchy Red, White and Blue Candy Blasts with Pulisic. The flavors were inspired by social listening into trending flavors and other upcoming moments. The red-white-and-blue cookies are also timed to America’s 250th birthday celebrations.

The LTO launch will be accompanied by dedicated connected TV ads, digital assets, social media and retail integrations to drive awareness of limited-time products. 

“We try to create a little bit of a scarcity model where you’re really excited to just try the new, next flavor, and have it linked to your cultural occasion that you’re going after,” Laddha said. 

Being part of a portfolio that spans sweet and savory snacks and confectionery offerings allows Chips Ahoy to come together with other brands and tell a larger story about having the right products, whether at World Cup gatherings or viewing parties for cultural smashes like “Stranger Things.”

“Keep watching Chips Ahoy,” Laddha said. “Next year, we’re going to be owning one of the biggest gaming moments, because our strategy is about remaining in culture, getting Gen Z, Gen Alpha, and really owning that screen.”