FIFA finds new partner in Quaker for World Cup 2026

American food company Quaker Foods has announced a partnership with world football–governing body FIFA, thus becoming the Official Breakfast of the 2026 FIFA World Cup as well as a sponsor of the Player Escort Program that allows fans a chance to walk out onto the field with players.

Quaker will sponsor the creation and delivery of 40,000 hours of educational programming focused on nutrition fundamentals, which will affect more than 4,000 youth from underserved communities across 30+ organisations and empower them with direct access to curriculum highlighting breakfast and nutrition fundamentals, hydration and wellness, and family and coach engagement.

Quaker will also provide limited-edition FIFA-branded packaging for select products, including Quaker Instant Oatmeal, Quaker Chewy Granola Bars, and Quaker Oatmeal Squares, over the course of the tournament.

Tina Mahal, Senior Vice President of Marketing at Quaker Foods, commented:

“FIFA World Cup is one of the most universal moments in global sport, bringing people together in a way few things can, and that’s the same powerful connection we see around the breakfast table every day. At a moment when millions of fans are inspired and energized, we wanted to be part of a bigger conversation—providing resources around daily nutrition for families and communities and inspiring the next generation with moments both on and off the field.”

James Wade, Marketing Vice President, Quaker Foods, added:

“People want added protein in their foods from breakfast to snacking, and they don’t want to compromise on taste to get it. We know 73% of Americans purposely consume foods with protein at least once a day, and we’ve evolved our products to meet that demand with options that fit real routines and real preferences. Our new protein innovations build on what families already love about Quaker, while delivering the added functional ingredients they’re looking for in delicious, accessible ways.”