# Soccer-Themed Snack Brand Partnerships Pringles and Sucuk und Bratwurst The Night Kit By Michael Hemsworth | Published 2026-06-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pringles-and-sucuk-und-bratwurst References: [highsnobiety](https://www.highsnobiety.com/p/this-unexpected-collab-gave-us-the-midnight-munchies/)  [Pringles](https://www.trendhunter.com/trends/pringles-x-miller-lite-chips) and Sucuk und Bratwurst The Night Kit has been debuted to coincide with the [2026 FIFA World Cup](https://www.trendhunter.com/trends/mcdonalds-2026-fifa-world-cup) taking place now to get fans excited for watching the action from the comfort of home. The collaboration between the snack brand and the Berlin-based creative studio includes a limited-edition pajama jersey called the pyjersey that's designed with late-night soccer action. The garment is covered with the pattern of the recognizable [Pringles potato chips](https://www.trendhunter.com/trends/pringles-chips) and is perfect for wearing when watching from home at night due to the time difference. Pringles and Sucuk und Bratwurst The Night Kit is being supported by a campaign shot by Polo Lindström Muller alongside a film by Max Heeb that are both captured in Berlin. The campaign takes an unexpected approach to football-themed marketing. Image Credit: Pringles / J.K. Chekpo ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 45% | Activity: 44% | Freshness: 78% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Home-viewing Fanwear:** Limited-edition apparel designed for late-night sports watching blends comfort, fandom, and collectibility into a new category of event-based merchandise. - **Snack-led Sports Culture:** Packaged food collaborations tied to global tournaments are expanding beyond flavor drops into lifestyle products that keep brands visible during shared viewing rituals. - **Unexpected Football Marketing:** Creative campaigns using surreal fashion and local studio partnerships offer a distinctive alternative to traditional athlete-led sports advertising. ### Industries Being Reshaped - **Snack Foods:** Tournament-themed product ecosystems give snack brands new ways to connect consumption moments with entertainment, fashion, and fan identity. - **Sports Apparel:** Casual garments built around at-home viewing occasions signal growth potential for hybrid fanwear that prioritizes comfort over stadium performance. - **Creative Agencies:** Studio-led collaborations with consumer brands are reshaping sports campaigns through niche aesthetics, limited drops, and culturally specific storytelling. ## Related on Trend Hunter - [Celebratory World Cup Snacks](https://www.trendhunter.com/trends/walkers-and-fifa.md) - [Co-Branded 6-Packs](https://www.trendhunter.com/trends/heinz-and-heineken.md) - [FIFA World Cup Snack Collaborations](https://www.trendhunter.com/trends/fifa-world-cup-flavors.md) - [Celebratory Soccer-Themed Snacks](https://www.trendhunter.com/trends/goalden-balls.md) - [German Soccer Can Designs](https://www.trendhunter.com/trends/can-designs.md) - [Beer-Themed Barbecue Snack Chips](https://www.trendhunter.com/trends/pringles-x-miller-lite-chips.md) - [Shareable Soccer Pretzel Snacks](https://www.trendhunter.com/trends/auntie-annes-pitch-pack.md) - [Soccer-Themed Nostalgic Snacks](https://www.trendhunter.com/trends/summer-of-soccer.md) - [Soccer Tournament-Timed Snack Promotions](https://www.trendhunter.com/trends/world-cup-promotions.md)