Beverage category partners include
Peñafiel®, Clamato®, Squirt®,
7UP® and McCafé at Home
BURLINGTON, Mass. and
FRISCO, Texas, Aug. 29, 2024 /PRNewswire/ -- Keurig Dr Pepper
(NASDAQ: KDP) and Soccer United Marketing (SUM) today announced a
new multi-year partnership with the Federación Mexicana de Futbol
(FMF), making Keurig Dr Pepper an official partner of the U.S.
tours for the Mexican Men's and Women's National Teams.
Five brands from Keurig Dr Pepper's owned and partner brand
portfolio that are popular among Hispanic consumers —
Peñafiel®, Clamato®,
Squirt®, 7UP® and McCafé at
Home — will be the U.S. beverage category sponsors for both the
Mexican Men's National Team and Mexican Women's National Team, and
their respective U.S. tour matches – MexTour and MexTour W –
as anticipation grows in the lead up to the 2026 FIFA World
Cup and the 2027 FIFA Women's World Cup.
The brands will be featured in a variety of consumer engagement
experiences, from sampling opportunities to impactful visual
branded moments, plus local retail market activations in advance of
each match, including
point-of-sale consumer promotions.
"KDP's diverse sparkling water, soft drink, mixer and coffee
beverages are perfect partners for the passionate and growing
Mexican soccer fanbase in the U.S.," said Andrew Springate, Chief Marketing Officer at
Keurig Dr Pepper. "We look forward to creating memorable
experiences for this highly engaged audience within the global
soccer community in the years ahead."
MexTour has delighted fans across the U.S. for two decades with
marquee matches against top opponents at world-class venues, with
several U.S. stadiums scheduled to host the 2026 FIFA Men's World
Cup matches. Supporters have responded with an average
attendance of nearly 60,000 per match in the last decade and,
thanks to its estimated fan base of 60 million people1,
MexTour is recognized as one of the most successful sports
properties in North America.
Momentum around MexTour W continues as it enters its third year in
2025 with an estimated fan base of 49 million2, strong
team cross-over interest and dedicated fan engagement.
"As the popularity of the Mexican National Teams in the U.S.
continues to soar, Soccer United Marketing is excited to announce
Keurig Dr Pepper as the FMF's newest partner," said Carter Ladd, Soccer United Marketing Chief
Revenue Officer. "KDP's ability and interest in activating a family
of brands to build connections with Mexico's massive and impassioned fanbase in
America speaks to the power of this property and made this a very
compelling partnership for both parties."
Tickets and information for upcoming matches are available at
www.SomosLocales.com.
About Keurig Dr Pepper
Keurig Dr Pepper (Nasdaq: KDP) is a leading beverage company
in North America, with a portfolio of more than 125 owned,
licensed and partner brands and powerful distribution capabilities
to provide a beverage for every need, anytime, anywhere. With
annual revenue of approximately $15 billion, we hold
leadership positions in beverage categories including soft drinks,
coffee, tea, water, juice and mixers, and have the #1 single serve
coffee brewing system in the U.S. and Canada. Our innovative
partnership model builds emerging growth platforms in categories
such as premium coffee, energy, sports hydration and ready-to-drink
coffee. Our brands include Keurig®, Dr
Pepper®, Canada Dry®, Mott's®,
A&W®, Snapple®, Peñafiel®,
7UP®, Green Mountain Coffee Roasters®,
Clamato®, Core Hydration® and The
Original Donut Shop®. Driven by a purpose to Drink Well.
Do Good., our 28,000 employees aim to enhance the experience of
every beverage occasion and to make a positive impact for people,
communities and the planet. For more information,
visit www.keurigdrpepper.com and follow us on
LinkedIn.
About Soccer United Marketing
Soccer United Marketing
(SUM), the commercial arm of Major League Soccer, is the preeminent
commercial soccer enterprise in North
America, overseeing the commercialization, marketing,
promotion, and operational execution of the region's most
successful soccer entities. SUM holds the exclusive rights to Major
League Soccer, the Mexican National Teams for the U.S. market
(MexTour and MexTour W), Leagues Cup, Campeones Cup, Copa Angelina and Concacaf Properties (including
Concacaf Gold Cup™, Concacaf Nations League Finals,
Concacaf Champions Cup and Concacaf W). In addition, SUM held the
promotional and commercial rights to the highly successful 2016
Copa America Centenario.
Media Contacts:
Keurig Dr Pepper
Nora
Garrity
nora.garrity@kdrp.com
Soccer United Marketing
Peter
O'Brien
Peter.OBrien@MLSSoccer.com
1 Study: Equation
Research
2 Study: 2024 Custom MNT
Fan Segmentation
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SOURCE Keurig Dr Pepper