TUMS Takes Soccer Fandom on a Flavor Tour With Food Match Cup

TUMS is leaning into soccer fever with a new campaign built around two match-day essentials: global fandom and bold food.

The antacid brand has launched the TUMS Food Match Cup, a summer campaign tied to Haleon’s partnership with U.S. Soccer that celebrates the food traditions, fan rituals, and international flavor combinations that surround soccer’s biggest tournament season.

The campaign centers on unexpected culinary mashups inspired by competing countries, giving fans a playful way to explore global flavors while keeping heartburn relief close at hand. Featured creations include The Plantain Dog, a sweet-and-savory dish inspired by the U.S. and Paraguay; Kimchi Carnitas Tacos, blending Korean and Mexican flavors; and Raclette Poutine, a comfort-food collision of Swiss and Canadian favorites.

“Soccer’s biggest moments bring fans from around the world together, and food is often at the center of those celebrations,” said Patricia Melo, Brand Director for TUMS. “With the TUMS Food Match Cup, we wanted to celebrate that sense of global unity through original recipe mashups inspired by countries competing on the pitch.”

Fans can visit TUMSFoodMatchCup.com throughout the tournament to spin a daily wheel for a chance to unlock new recipe mashups inspired by competing countries and their signature cuisines. Each recipe will also come with a recommended TUMS product pairing.

The campaign also includes daily sweepstakes opportunities, with prizes ranging from U.S. Soccer merchandise and TUMS savings offers to a grand prize $200 Ticketmaster e-gift card that can be used toward U.S. Soccer tickets.

TUMS is boosting the campaign through creator collaborations, including a partnership with chef, creator, and cookbook author Joshua Weissman, who is helping bring the mashup concept to life for fans.

“To me, food and soccer have this incredible ability to bring people together and spark a sense of connection and creativity,” said Weissman. “Working with TUMS on the Food Match Cup gave me the chance to help celebrate unexpected flavors and culinary traditions in a way that encompasses the energy and excitement that fans are feeling all summer long.”

TUMS will also take the campaign on the road with the Food Match Cup Food Truck Tour, a multi-city fan experience stopping in Los Angeles, Houston, Kansas City, Dallas, and New York City. The tour will make 14 stops at retail locations including Walmart and Kroger, along with the Gameday Goal Zone Pre-Match Hospitality event at MetLife Stadium.

At each stop, fans can sample tournament-inspired dishes, take part in interactive photo moments, grab giveaways, and receive TUMS samples and products.

Fans can follow the campaign, enter the sweepstakes, discover new recipe mashups, and find upcoming tour stops here.