Frito-Lay and Rockstar Energy Drink have entered into a multi-year sponsorship agreement with the Leagues Cup, a tournament featuring all 47 clubs from Major League Soccer (MLS) and LIGA MX. This partnership underscores Frito-Lay’s and Rockstar’s dedication to soccer and aims to enhance the experience for fans with an array of snacks, cookies, crackers, and energy drinks. The brands are set to celebrate the tournament and soccer fans with special Lay’s packaging, in-stadium experiences, and a consumer sweepstakes starting July 1, offering tickets to various matches and a grand prize trip to the Leagues Cup 2024 final.
Antonio Escalona, Senior Vice President and General Manager of PepsiCo Foods North America’s Hispanic Business Unit, expressed pride in having Lay’s, Sabritas, and Gamesa as official snacks for the tournament, noting the growing passion for soccer in North America and the brands’ commitment to enhancing the game-watching experience. The sweepstakes will be accessible through QR codes found on product displays at retailers nationwide, with more details available at the official website.
Fabiola Torres, General Manager and Chief Marketing Officer of PepsiCo’s energy category, highlighted the synergy between Rockstar Energy’s recent campaign themes and the excitement of the Leagues Cup, emphasizing the energy drink’s role in energizing and empowering soccer fans.
The Leagues Cup 2024 will feature competition between all 18 clubs from LIGA MX and all 29 clubs from MLS, spanning from July 26 to August 25, 2024, in Canada and the United States. The tournament not only fosters competition between clubs from both leagues but also will determine qualifiers for the 2025 Concacaf Champions Cup.
Carter Ladd, Executive Vice President of Soccer United Marketing, remarked on the significance of the partnership with Frito-Lay and Rockstar Energy for enhancing the tournament experience for fans, emphasizing the shared goal of uniting people through soccer. Tickets for the tournament are available online and through MLS club representatives for season ticket holders.