Mondelez International, Deerfield, IL, announced, on March 19, a multiyear deal to become the Official Snacks of MLS. The sponsorship bolsters the company’s presence in the sport as it enters the second year of the #PassTheLove campaign, a fully integrated program to help spread the passion for soccer coast to coast.
“MLS has played an enormous role in the explosion of soccer in America, and we're excited about how this great league and its fans can help us #PassTheLove," says Stephen Chriss, senior director, North America Consumer Engagement and Marketing Services, at Mondelez. “Our MLS sponsorship opens even more avenues to reinforce how our snacks increase the fun of soccer whether you're at the stadium, watching on TV or playing the game.”
The designation of Official Snacks of MLS extends to the cookie, candy, cracker and gum categories and will be inclusive of a series of globally-recognized brands operated by Mondelez International, including Oreo, Chips Ahoy, Ritz, Wheat Thins, Honey Maid, Newtons and belVita, among others.
The deal with MLS includes all forms of media, retail, shopper marketing, consumer promotions, public relations and social media. The sponsorship includes rights to activate at the AT&T MLS All-Star Game and MLS Cup and MLS’ championship game, and to align with current players and other league ambassadors. Deal terms were negotiated in conjunction with CAA Sports Consulting (on behalf of Mondelez International) and Soccer United Marketing.
“By tapping into the excitement surrounding MLS and soccer, we're giving our snack brands amazing opportunities to appeal to moms, dads, teens and athletes in their communities," says Chriss. “And this sponsorship strengthens our relevance with multicultural consumers, many of whom love soccer and identify with brands like ours who have made an authentic, long-term commitment to the sport.”
"It's always great to partner with companies that have a true passion for soccer, and Mondelez International understands the potential of our league and our sport to resonate with consumers and fans," says David Wright, senior vice president, Global Partnerships, Soccer United Marketing. "Unveiling this new sponsorship with globally recognized brands is yet another great way to begin our 20th season."