# Athlete-Approved Chocolate Sweepstakes Ferrero and Tom Brady Partnered to Celebrate the World Cup By Michael Hemsworth | Published 2026-06-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ferrero-and-tom-brady References: [snackandbakery](https://www.snackandbakery.com/articles/115875-fun-friday-dunkin-x-barbie-dreamhouse-tom-brady-ferrero-goat-treat-vaults-m-and-ms-love-island-chocolate) & [ferrero](https://www.ferrero.com/int/en/)  [Ferrero](https://www.trendhunter.com/trends/ferrero-1) and Tom Brady have teamed up in celebration of the [2026 FIFA World Cup](https://www.trendhunter.com/trends/world-cup-promotions) taking place this summer to reward fans with a variety of treats and exclusive prizes. The partnership will see consumers getting the chance to win $1-million or one of hundreds of daily and weekly prizes just for purchasing any two Ferrero products. Some additional prizes includes a Super Fan Trip, a Fan Cave Upgrade, the Ultimate Gaming Setup and more. The Ferrero and Tom Brady partnership also saw the athlete in New York City on June 9 signing the limited-edition Ferrero [GOAT](https://www.trendhunter.com/trends/topps-202425-extra-collection) Treat Vaults that contain 10 of his favorite treats from the brand. The signing session also featured ample treats on offer for fans to sample. Image Credit: Ferrero ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 63% | Activity: 63% | Freshness: 77% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What's Driving This Trend - **Athlete-endorsed Confections:** Celebrity credibility tied to global sports moments is turning everyday chocolate purchases into premium fan experiences and collectible brand moments. - **Prize-driven Purchases:** High-value sweepstakes connected to routine CPG buying are creating data-rich engagement models that extend promotion beyond price discounts. - **Limited-edition Fan Drops:** Scarce signed products and curated treat collections are blending sports fandom, collectibles and snacking into a more experiential commerce format. ### Who This Affects Most - **Confectionery:** Chocolate and candy brands are gaining new relevance by pairing indulgent products with entertainment partnerships, exclusive rewards and fan-centered rituals. - **Sports Marketing:** Major tournament sponsorships are expanding into cross-category collaborations where athletes, packaged goods and experiential prizes deepen audience participation. - **Retail Promotions:** Purchase-based reward mechanics are evolving into omnichannel campaigns that connect in-store buying, digital entries and aspirational lifestyle prizes. ## Related on Trend Hunter - [Retro Collectible Toy Cereals](https://www.trendhunter.com/trends/kelloggs-and-toy-story-5.md) - [Texture-Forward Branded Ice Creams](https://www.trendhunter.com/trends/branded-frozen-treat.md) - [Brazilian Better-For-You Snack Acquisitions](https://www.trendhunter.com/trends/bold-snacks.md) - [Pop Culture Chocolate Products](https://www.trendhunter.com/trends/kinder-products.md) - [Multisensorial Frosted Cookies](https://www.trendhunter.com/trends/mothers-x-nerds.md) - [Branded Frozen Desserts](https://www.trendhunter.com/trends/branded-frozen-desserts.md) - [Golden Bunny Easter Collections](https://www.trendhunter.com/trends/golden-bunny.md) - [Adult Easter Perception Surveys](https://www.trendhunter.com/trends/easter-basket.md) - [Indulgence-Driven Cookie Ranges](https://www.trendhunter.com/trends/keebler-chips-deluxe.md)