The partnership places La Costeña products directly into concession stands, while the brand’s identity will appear across stadium IPTV displays, the Mega Column, and sideline LEDs during home matches. Beyond food service, the company takes a prominent role in matchday atmosphere as the presenting sponsor of halftime performances by DJ EU. Interactive sampling stations will also be established in The Home Depot Backyard during select games to engage the club's fan base.
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La Costeña Secures Official Jalapeño Partnership with Atlanta United
Fans at Mercedes-Benz Stadium will encounter a new flavor profile on match days as La Costeña signs a multi-year agreement to become the first-ever Mexican food and official jalapeño partner of Atlanta United. The deal, which runs through May 2028, integrates the brand into the club’s stadium experience and live entertainment.
Jilliann Kupfer DeLawyer, CMO at La Costeña USA, noted that the collaboration aligns the brand’s century-long history with the high energy of Atlanta United supporters. Michael Ridley, VP of Integrated Marketing for the club, stated that the addition of a food partner aims to elevate the matchday experience for the team’s attendees. Since its 2017 entry into Major League Soccer, Atlanta United has consistently led the league in attendance, providing a significant platform for the brand's visibility through 2028.
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