Nutella’s owner is planning $100 million worth of World Cup and Super Bowl marketing

Friday 10 October 2025 12:30
| Updated:

Friday 10 October 2025 11:41

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Nutella owner Ferrero will spend more than $100 million on marketing campaigns related to the 2026 FIFA World Cup and Super Bowl.

The confectionery company, founded in Italy but based in Luxembourg, has been in the United States for decades but is looking to dive into the North American sports sector.

The United States will co-host the 2026 FIFA World Cup, alongside Canada and Mexico, while the next Super Bowl will be held at Levi’s Stadium, home of the San Francisco 49ers.

Ferrero’s most recent acquisition in the US was its purchase of cereal maker WK Kellogg for more than $3 billion in July and trails only Hershey and Mars in the sector across America.

Ferrero North America Chief Business Officer Michael Lindsey told CNBC that the brand wants to “reintroduce themselves to North America,” adding that “we’re going to do everything. We’re going to have one promotion and one set of packaging.”

Super Bowl commercial?

“Why sports? Sports is still the biggest audience, especially if you want to reach consumers directly with something that makes them sit in front of the TV and watch it,” added Lindsey.

“Especially the Super Bowl, [fans] watching TV with the intention of watching a commercial, which is a very unique situation today when you’re trying to reach consumers who missed your commercial or got up to make a sandwich.”

Ferrero’s brand portfolio includes Tic Tac mints, Thorntons chocolate confectioners, Kinder egg makers, Ferrero Rocher snacks.

Super Bowl commercials are notoriously expensive, and tend to be big productions with some of the biggest stars in the world.

In 2025 David Beckham and Matt Damon team up for Stella Artois; Matthew McConaughey and Charlie XCX perform for Uber Eats; and Adam Brody and Nick Offerman sold their signature mustaches for Pringles.

The 2026 FIFA World Cup has not featured the United States as host since 1994, with Mexico involved for the first time since 1986 and Canada for the first time. The advertising campaign for the tournament is expected to mimic the Super Bowl advertising campaign.