The La Costeña-Atlanta United partnership gives the Mexican food brand a new stage inside one of soccer’s busiest venues. La Costeña announced a multi-year agreement that makes it the club’s first Mexican food partner and its “Official Jalapeño Partner.” According to the company’s announcement, the deal runs through May 2028 at Mercedes-Benz Stadium.
For grocers and distributors, the move signals more than a stadium sign. A heritage pantry label is investing in live sports to reach shoppers where they gather. As a result, the brand gains exposure well beyond the Hispanic foods aisle.
What the La Costeña-Atlanta United Partnership Includes
The agreement places the brand’s products and name across the matchday experience. First, concession stands throughout the stadium will serve La Costeña jalapeños. In addition, the company’s branding will appear on IPTV displays, the Mega Column, and sideline LED boards during every home match.
Entertainment also plays a role. La Costeña will serve as presenting sponsor of halftime performances by DJ EU, the club’s resident DJ. Before kickoff, the brand will host interactive fan activations with product sampling at The Home Depot Backyard during select home matches.
“For over a century, La Costeña has delivered authentic flavors, and nothing matches the authentic energy of the Atlanta United fans, so we feel right at home here,” said Jilliann Kupfer DeLawyer, chief marketing officer at La Costeña USA.
She added that the company is thrilled to join the club’s family and celebrate a shared love of the game.
A Record-Setting Audience for a Mexican Food Brand
Atlanta United offers sponsors an unusually large crowd. The club joined Major League Soccer in 2017 and won the MLS Cup in 2018, its second season. Moreover, the team cites league records for season ticket sales of more than 36,000, a single-season average of 53,002, and total home attendance of 901,033.
Independent reporting supports those numbers. Atlanta public radio station WABE reported the 53,002 average and 901,033 total after the club’s 2018 home finale. Furthermore, U.S. Soccer noted in March that the club has led MLS in attendance every year since 2017, except the pandemic-affected 2020 season.
The venue itself carries global weight. Mercedes-Benz Stadium drew eight matches on the 2026 FIFA World Cup schedule, including a semifinal, according to U.S. Soccer.
“We are excited to welcome La Costeña, as our first Mexican food brand partner, into the Atlanta United family,” said Michael Ridley, vice president of integrated marketing and fan engagement at Atlanta United.
Ridley added that the club expects the brand to elevate the matchday experience and fire up supporters at home matches.
Related Article: La Costeña and Jumex Expand UTSA Athletics Sponsorship
Sports Sponsorships Become a Growth Strategy
The La Costeña-Atlanta United partnership follows another recent sports move. On Sept. 25, La Costeña and Jumex announced an expanded sponsorship with University of Texas at San Antonio athletics for the 2026-27 season. La Costeña is the first official jalapeño sponsor in NCAA history.
Together, the two deals show a clear pattern. The brand pairs product sampling with high-visibility signage in front of large, loyal fan bases. As a result, retailers in those markets may see stronger shopper awareness of the label.
Meanwhile, the product line continues to grow. In February, Abasto reported that distributor Vilore Foods announced La Costeña Crispy Jalapeños, a ready-to-use topping for retail and distributor partners nationwide.
A Century of Mexican Pantry Staples
La Costeña traces its history to 1923. According to the company, founder Vicente López Resines started with a small grocery store famous for serrano and long peppers in vinegar. Later, the business moved from its original Mexico City location to a larger facility in Ecatepec, which remains its main production site.
The company also points to a record of packaging innovation. It says it ranked among the first to adopt lead-free, electrostatically sealed containers. Additionally, it introduced an “easy open” system, aseptic cartons, and automated distribution centers.
Fans can learn where to find La Costeña products inside the stadium through Atlanta United’s official social channels.