Multi-year partnership brings the brand’s iconic flavors to fans at Mercedes-Benz Stadium through 2028.
SAN ANTONIO, Oct. 7, 2026 /PRNewswire/ — La Costeña is bringing the heat to Mercedes-Benz Stadium. Today, the legacy Mexican food brand announced a multi-year partnership with Atlanta United, becoming the club’s first-ever Mexican food and “Official Jalapeño Partner.” The deal ensures fans can enjoy La Costeña’s authentic flavor on match days through May 2028.
La Costeña’s brand and signature products will be woven throughout the entire gameday experience. Fans looking to turn up the heat can enjoy La Costeña’s jalapeños at concession stands throughout the stadium. Beyond the plate, fans will see La Costeña’s branding illuminated across matchday IPTV displays, the Mega Column, and sideline LEDs during every home game.
La Costeña will also take center stage in stadium entertainment as the presenting sponsor of halftime performances by Atlanta United’s resident DJ EU. Pre-game, fans can join in on the fun at The Home Depot Backyard, where La Costeña will host interactive fan activations featuring product sampling during select home matches. Fans can learn more about where to find La Costeña throughout the stadium by following Atlanta United’s official social channels.
“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. “We’re thrilled to join the Atlanta United family, celebrate shared love of the game, and turn up the heat as the team’s first-ever Mexican food and ‘Official Jalapeño Partner’.”
“We are excited to welcome La Costeña, as our first Mexican food brand partner, into the Atlanta United family,” said Michael Ridley, VP, Integrated Marketing and Fan Engagement at Atlanta United. “Our club prides itself on bringing people together to experience the beautiful game and we believe having La Costeña as our ‘Official Jalapeño Partner’ will not only elevate this experience but also fire up the best fans in the league, our 17’s, even more at our home matches.”
For information about La Costeña, visit www.mexicorico.com.
About La Costeña®
La Costeña is a storied Mexican food brand with a legacy that began in 1923. Founded by Don Vicente López Resines, the brand started as a small grocery store famous for its serrano peppers and long peppers in vinegar. As the brand’s popularity grew, it expanded from its original Mexico City location to a larger facility in Ecatepec, which remains its main production site today.
Over the years, La Costeña has made significant advancements. They were among the first to adopt lead-free electrostatically sealed containers, enhancing product safety and environmental responsibility. Additionally, the brand introduced the “easy open” system and embraced modern packaging technologies, including aseptic cartons and automated distribution centers. Their commitment to quality has been recognized with various industry awards.
To learn more about La Costeña, visit www.mexicorico.com.
About Atlanta United Football Club
Atlanta United joined Major League Soccer in 2017 and won the 2018 MLS Cup in just its second season, the earliest an expansion team has won the title since 1998. The club has set multiple league records including season tickets sales (36,000-plus), single-season average (53,002) and total home attendance (901,033). Owned by Arthur M. Blank, Atlanta United plays its home matches at Mercedes-Benz Stadium. For more information about Atlanta United, including how to purchase season tickets, visit: www.atlutd.com, and follow @ATLUTD.
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SOURCE La Costeña
