Keurig Dr Pepper (KDP), Burlington, Mass., and Frisco, Texas, has teamed up with Soccer United Marketing (SUM) to unveil 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, the company notes.

“KDP’s diverse sparkling water, soft drink, mixer and coffee beverages are perfect partners for the passionate and growing Mexican soccer fan base in the U.S.,” said Andrew Springate, chief marketing officer at Keurig Dr Pepper, in a statement. “We look forward to creating memorable experiences for this highly engaged audience within the global soccer community in the years ahead.”

Carter Ladd, chief revenue officer for Soccer United Marketing, added: “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. KDP’s ability and interest in activating a family of brands to build connections with Mexico’s massive and impassioned fan base in America speaks to the power of this property and made this a very compelling partnership for both parties.”

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 million, strong team cross-over interest and dedicated fan engagement, it notes.