TUMS, the iconic antacid brand, has unveiled a bold new initiative called the Food Match Cup, a campaign that marries the excitement of international soccer tournaments with the universal love of food. Developed in partnership with Haleon and under the umbrella of U.S. Soccer, the program invites fans to explore a series of culinary mashups that reflect the flavors of competing nations, from a plantain‑laden hot dog to kimchi‑spiced carnitas tacos and a rich raclette poutine.
A Global Celebration of Flavor and Football
Each recipe is paired with a specific TUMS product, offering a playful yet practical solution for those who might indulge a little too heartily while cheering on their favorite teams. The collaboration with chef Joshua Weissman brings these mashup concepts to life, blending his inventive culinary style with the brand’s signature heartburn relief.
Fans can dive deeper into the experience by visiting TUMSFoodMatchCup.com, where a daily spin of a virtual wheel reveals fresh recipe ideas, while a series of sweepstakes entries gives participants a chance to win U.S. Soccer merchandise and Ticketmaster e‑gift cards.
Winning Prizes and Tasting Treats
The sweepstakes feature prizes such as official U.S. Soccer gear and digital gift cards redeemable on Ticketmaster, adding an extra layer of excitement for participants who spin the wheel each day for new recipe inspirations.
The Roadshow Hits the Streets
The Food Match Cup Food Truck Tour will roll through major metropolitan areas including Los Angeles, Houston, Kansas City, Dallas and New York City, bringing live tastings and complimentary TUMS samples to the public. At each stop, fans can sample tournament‑inspired dishes and receive TUMS product pairings, turning everyday city streets into a celebration of global unity.
Culinary Collaboration with Joshua Weissman
Renowned chef Joshua Weissman, known for his inventive takes on global cuisine, is collaborating with TUMS to bring these mashup concepts to life, lending his culinary expertise to both the flavor profiles and the visual storytelling. His involvement underscores the campaign’s mission to connect fans across borders through shared culinary experiences.
Beyond the taste tests, the initiative seeks to celebrate global unity, using the shared language of food and sport to connect fans across borders, and to remind them that a little heartburn relief can go a long way in keeping the good times rolling.