BURLINGTON, Mass. and FRISCO, Texas, USA – Keurig Dr Pepper 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.
¹ Study: Equation Research
² Study: 2024 Custom MNT Fan Segmentation
