North America’s Major League Soccer (MLS) has today (June 16) announced a commercial tie-up with the Campbell Snacks brand.

Under the agreement, the company’s brands are now official snack sponsors of the 29-team league through 2026. They will be connected with MLS fans “through fun and engaging ads in stadiums league-wide, retail displays, and community impact programs across select markets,” MLS has said.

As well as an in-stadia presence during the regular MLS season, Campbell Snacks brands will also be present during events such as MLS All-Star and the MLS Cup competition.

The brands to be on show through the partnership include Goldfish, Pepperidge Farm, Lance, Snyder’s of Hanover, Late July, Kettle Brand, Cape Code, and Snack Factory.

Carter Ladd, MLS’ executive vice president of brand alliances and consumer products, said: “Campbell Snacks is home to the favorite brands of MLS fans and soccer households across America, and we look forward to collaborating with its passionate team to strengthen the relationship between its storied brands and this country’s burgeoning soccer community.”

Mike Pierson, chief customer officer at Campbell Snacks, added: "We are proud to be named official snack sponsors for Major League Soccer, the fastest-growing professional soccer league in the US. We’re thrilled to play a role in elevating the snacking experience for this loyal fan base with our diverse portfolio of brands.”

Campbell Snacks already sponsors the MLS’ Charlotte FC franchise through a deal announced last July.

In terms of commercial activity, MLS last month (May) extended its tie-up with The Home Depot, in a multi-year renewal.