Lay’s, Sabritas, Gamesa, as well as Rockstar Energy Drink have signed a multi-year sponsorship agreement with Leagues Cup, the official World Cup-inspired tournament that features all 47 Major League Soccer (MLS) and Liga MX teams. This collaboration highlights the dedication of Frito-Lay and Rockstar to soccer while providing soccer fans with a delicious assortment of salty snacks, cookies, crackers and energy drinks to enjoy as they watch.
This summer, the snack brands along with Rockstar will ignite enthusiasm for Leagues Cup and honor soccer fans from both leagues with special Lay’s packaging, in-stadium experiences, and a thrilling consumer sweepstakes. Starting on July 1, fans will have the opportunity to win tickets to matches nationwide, along with a grand prize featuring a trip and tickets to the Leagues Cup 2024 final.
“We’re delighted to have Lay’s, Sabritas, and Gamesa as the official snack partners for Leagues Cup, further enhancing the excitement for this incredible sport across North America,” commented Antonio Escalona, SVP and General Manager of PepsiCo Foods North America’s Hispanic Business Unit. “As the passion for soccer, or ‘futbol,’ continues to flourish both in North America and worldwide, we are thrilled to enhance the game-watching experience with our range of snacks.”
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To enter the sweepstakes in July, fans can locate Leagues Cup displays featuring Lay’s, Sabritas, Gamesa, and Rockstar Energy Drink at retailers across the country and scan the QR code for an opportunity to win.
PepsiCo’s General Manager and Chief Marketing Officer for the energy category, Fabiola Torres, expressed enthusiasm about Rockstar Energy’s participation in the Leagues Cup trip, especially in light of their most recent ‘You Can Own Any Moment’ campaign. “As the official energy beverage of the tournament,” she explained, ” we are not just fuelling football fandom; we’re energising it, motivating youngsters to feel both mentally and physically energised, helping them to tap into and utilise every version of themselves.”
The second edition of Leagues Cup will showcase all 18 clubs from the Mexican league, LIGA MX, as well as all 29 clubs from MLS, representing both the U.S. and Canada. These 47 clubs will vie for victory in the official Concacaf club tournament, taking place from July 26 to August 25, 2024.
The 2025 Concacaf Champions League will include three qualifiers chosen from Leagues Cup 2024, which will be held in the United States and Canada. The region’s representative in the FIFA Club World Cup will be the Concacaf Champions League champion.
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Carter Ladd, Executive Vice President of Soccer United Marketing (SUM), expressed excitement about the partnership between Leagues Cup and Lay’s, Gamesa, Sabritas, and Rockstar Energy, aiming to enhance this year’s tournament for fans. He emphasized gratitude for the support of brands aligned with the mission of uniting people across borders and cultures. Ladd believes that integrating fans’ passion for soccer with their preferred snacks and energy drinks will elevate the tournament experience to unprecedented heights.
Tickets for all matches, including those held at LIGA MX hub venues, will be accessible through LeaguesCup.com. Additionally, they will be available to fans through the hosting MLS club, where applicable.