La Costena becomes first Mexican food brand as Atlanta United partner

Jilliann Kupfer DeLawyer, the Chief Marketing Officer at La Costeña USA, said it best when she noted that nothing matches the authentic energy of Atlanta United fans. It is a bold claim for a brand that has been in the business of delivering heat since 1923, but on October 7, 2026, the claim became official reality.

La Costeña has just signed a multi-year partnership with the soccer club, becoming the first Mexican food brand to hold the title of Official Jalapeño Partner. This distinction places the company in a unique position within the sports marketing landscape, where few other food brands have achieved such a specific and prominent designation.

The Anatomy of a Heat-Seeking Deal

This is not a minor concession stand add-on. It is a headline-grabbing title that places the brand directly in the center of the gameday experience. The deal runs through May 2028, meaning fans at Mercedes-Benz Stadium will be seeing, tasting, and celebrating the brand’s iconic flavors for the next two seasons.

The specifics of the agreement are as detailed as they are ambitious. According to the announcement, La Costeña’s jalapeños will be available at concession stands throughout the stadium, ensuring that the heat is accessible to every section of the crowd regardless of where they are seated.

But the brand presence does not stop at the point of sale. The company’s branding is set to be illuminated across matchday IPTV displays, the Mega Column, and sideline LEDs during every home game, creating a constant visual reminder of the partnership.

Strategic Integration and Fan Engagement

This saturation of visual and taste-based branding is designed to weave the product into the fabric of the event. Michael Ridley, the VP of Integrated Marketing and Fan Engagement at Atlanta United, emphasized that the club prides itself on bringing people together through shared passion.

He believes that having La Costeña as a partner will elevate the experience and fire up the best fans in the league, the 17s, even more at home matches. It is a synergy of flavor and fandom that few other partnerships have managed to capture so effectively in recent years.

The strategic move blends culinary heritage with high-energy sports culture, creating a narrative that resonates with both the long-standing history of the brand and the modern, electric atmosphere of professional soccer.

From a Small Grocery Store to the Stadium

To understand the weight of this partnership, you have to look back at the brand’s origins. La Costeña was founded by Don Vicente López Resines in 1923. It started as a small grocery store famous for its serrano peppers and long peppers in vinegar, a humble beginning that laid the foundation for a century of success.

That humble beginning has evolved into a storied legacy of authentic Mexican food. The transition from a local staple to a national brand partner is a testament to the enduring popularity of its products, which have remained consistent in quality and flavor profile over time.

The brand has maintained its focus on authentic flavors for over a century, and now it is bringing that authenticity to one of the most energetic fanbases in professional sports. It is a story of consistency and quality that has stood the test of time, proving that traditional methods can still capture modern markets.

Interactive Fan Activations

Beyond the static displays and concession stands, the partnership includes dynamic elements that engage fans directly. La Costeña will be the presenting sponsor of halftime performances by Atlanta United’s resident DJ EU. This integration into the entertainment aspect of the game ensures that the brand is part of the rhythm and excitement of the match.

Pre-game activities will also feature the brand prominently. At The Home Depot Backyard, La Costeña will host interactive fan activations featuring product sampling during select home matches. These events are designed to let fans taste the product in a social, high-energy environment before the kickoff.

It is a clever way to build anticipation and create a personal connection with the brand. By allowing fans to interact with the product in a live setting, the company moves beyond passive advertising and into active participation, making the snacking experience a central part of the pre-game ritual.

A New Standard for Sports Sponsorship

This deal sets a new benchmark for how food brands can integrate into sports. It is not just about putting a logo on a banner. It is about creating a holistic experience that engages all the senses, from the visual impact of the lighting to the taste of the jalapeños and the sound of the crowd.

The combination of visual branding, audio integration, and direct product tasting creates a multi-dimensional presence that is hard to ignore. As the sports industry continues to evolve, partnerships like this one will likely become more common as brands seek deeper engagement strategies.

Brands are looking for ways to connect with fans on a deeper level, and food is a universal language that transcends cultural and geographic boundaries. La Costeña’s move into the soccer world is a smart, strategic play that leverages its heritage to create a modern, relevant brand experience that resonates with a diverse audience.