Mondelēz International acquires partnership rights for Bundesliga

The US-based snack food company, Mondelēz International has signed a multi-year deal with DFL (Germany’s football governing body), making it an official sponsor for Bundesliga and second-tier Bundesliga 2. The sponsorship deal will come into effect from the start of 2021, giving the global company various rights to DFL and the club.

The association will see Mondelēz International using the competition and club logos, along with the images of tournament players and trophies in its promotional and communication campaigns, for its own selected brands. Members of the ‘Bundesliga Legends Network’ will also be involved in events arranged by the brand. 

Mondelēz brands that are popular in Germany include Milka chocolate, Oreo biscuits and TUC crackers. The sponsorship will primarily be focused on Milka brand, a long-standing sponsor of sports events and athletes, majorly in winter sports. 

The CEO of Bundesliga International, Robert Klein said, “We are looking forward to the cooperation with our new partner over the coming years. An investment in the Bundesliga and Bundesliga 2 by a global company like Mondelēz International with its strong brands serves to underline the attractiveness of German professional football. This sends out an important signal, especially in challenging times like these.” 

MD of Mondelēz International in Germany & Austria, Fridolin Frost said, “We believe the cooperation with the DFL offers great potential for us to address our target groups in an even more diverse way, and we expect to generate considerable new impetus with this investment in retail.” 

The partnership continues to strengthen Mondelez’s portfolio of sponsorship agreements in the football category, with the brand recently securing deals with six of Premier League clubs; including Liverpool, Arsenal, Manchester United, Tottenham, Chelsea and Manchester City.

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