Keurig Dr Pepper, SUM announce new multi-year partnership with FMF

Keurig Dr Pepper and Soccer United Marketing announced a new multi-year partnership with the Federacion Mexicana de Futbol, 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 – Penafiel, Clamato, Squirt, 7UP and McCafe 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.