Waterloo Plans Five Stop College Football Tour
Waterloo Can Cruiser College Football Rivalry Tour will visit five college football tailgates across the United States in 2026.
By Academic Writing Club Newsroom
Waterloo Sparkling Water will take its Can Cruiser to five college football rivalry weekends across the United States this season. Four stops will feature teams ranked in the top 20, while Ann Arbor is expected to draw more than 100,000 fans during Homecoming weekend. The tour begins in Austin on September 12 and ends in East Rutherford, New Jersey, on December 12. Each stop will offer complimentary Waterloo Sparkling Water, flavor matchups, photo opportunities, and exclusive rivalry swag.
Five Tailgate Stops
The car-sized Waterloo can on wheels will visit Austin, Ann Arbor, South Bend, Eugene, and East Rutherford. Stops are scheduled around major rivalry games, with locations including the Texas Exes member tailgate in Austin, Eddy Street Commons in South Bend, and a ticketed tailgate in East Rutherford.
At each event, visitors will be able to try Waterloo flavors, take part in head-to-head flavor matchups, and collect exclusive rivalry swag. The Cruiser is wrapped in Blackberry Lemonade and Guava Berry branding and features the company’s recently refreshed packaging, which is rolling out across its pack sizes.
Kathy Maurella, Chief Marketing Officer at Waterloo Sparkling Water, said:
“Big college football weekends are all about high energy, passionate fans and unforgettable traditions, and we're excited to bring Waterloo right into the heart of it all with this Can Cruiser tour. Just as college football fans are obsessed with their teams, Waterloo drinkers are fanatical about their favorite flavors. This tour across the country gives us an authentic way to bring those passions together and celebrate all season long. We can't wait to hit the road and connect with fans!”
Online Flavor Competition
People unable to attend can participate through Waterloo’s Flavor Showdown, a nationwide social competition. The company will create team-inspired mocktails and put featured flavors against one another before each tour stop. Fans can pick a winning flavor and mocktail by vote, with chances to receive a year’s supply of Waterloo.
A Wider Product Push
Waterloo reported 3x category growth and 17% household penetration growth in the first half of 2026. The company launched Lemon Italian Ice, Banana Berry Bliss, and Melon Medley in the first quarter, followed by Root Beer Float, Coconut Lime Cooler, and Apple Pie A La Mode limited-time offerings in the second quarter.
The company said its varieties contain no calories, sugar, or sweeteners and use Non-GMO Project Verified natural flavors and purified carbonated water. The five-stop tour connects Waterloo’s product range with college football game-day events.
