Ferrero North America is planning to spend more than $100 million on marketing campaigns tied to the Super Bowl and World Cup next year.

The sports push comes as the confectioner's parent company drives further into the United States through acquisitions and investments in domestic production. Ferrero, which was founded in Italy but is now based in Luxembourg, entered North America nearly a half century ago, but the company only really started investing in the market over the past decade.

In July, Ferrero bought cereal maker WK Kellogg for $3.1 billion, the latest in a deal spree that included snapping up Nestle's U.S. candy business and Halo Top owner Wells Enterprises.

The Nutella owner, which just started its fiscal 2026 in September, is preparing itself for its biggest year yet

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