Ferrero North America announces investment in major sports marketing initiatives
The marketing blitz will feature high-profile advertising spots during the Super Bowl, immersive fan experiences, and global promotions tied to the World Cup.
NORTH AMERICA – Ferrero North America has unveiled a landmark investment exceeding US$100 million in major sports marketing initiatives, marking the confectionery giant’s most ambitious promotional campaign to date.
Announced on October 9, 2025, this strategic move aims to deepen consumer engagement across the U.S. by aligning Ferrero’s beloved brands with two of the world’s most-watched sporting events: the Super Bowl and the FIFA World Cup.
The investment underscores Ferrero’s commitment to expanding its footprint in the North American market, where competition among snack and confectionery brands is fierce.
According to Michael Lindsey, President and Chief Business Officer of Ferrero North America, the company is going “All In” on these campaigns to capitalize on the cultural significance and massive viewership of these global events.
“This is not just our most historic marketing investment ever, but our boldest step toward becoming a household name in America,” Lindsey stated.
Ferrero’s portfolio includes iconic brands such as Kinder, Nutella, Ferrero Rocher, and Tic Tac.
The marketing blitz will feature high-profile advertising spots during the Super Bowl, immersive fan experiences, and global promotions tied to the World Cup.
These efforts are designed to create emotional connections with consumers and elevate brand visibility during moments of peak cultural relevance.
The campaign will also include digital activations, influencer partnerships, and retail promotions, ensuring a multi-channel presence that reaches audiences both at home and in stores.
Ferrero plans to tailor content to resonate with diverse demographics, leveraging the universal appeal of sports to introduce its products to new consumers.
Industry analysts view this investment as a strategic pivot for Ferrero, which has traditionally relied on seasonal marketing and in-store promotions.
By embracing sports marketing at this scale, the company signals its intent to compete with larger U.S.-based rivals and accelerate growth in a key market.
Ferrero’s investment in sports marketing coincides with the company’s broader expansion efforts in North America, which include significant facility investments in Ontario, Pennsylvania, Georgia, Arizona, and Illinois, alongside acquisitions such as Kellogg’s cereal business, Nestlé’s U.S. candy division, and Wells Enterprises, the makers of Halo Top ice cream.
The company ranks as the third-largest candy manufacturer in the U.S., and its recent revenue growth signals a strong upward trajectory.
The announcement comes amid a broader trend of confectionery brands investing heavily in experiential and event-based marketing to capture consumer attention in an increasingly fragmented media landscape.
With this bold initiative, Ferrero North America positions itself not just as a candy maker, but as a cultural participant in the biggest moments of the year.
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