Mondelēz scores big with Major League Soccer

EAST HANOVER, N.J. — Mondelēz International, the company behind such brands as Oreo, Ritz and Honey Maid, announced a deal to become the official snack of Major League Soccer. The multi-year sponsorship will increase the brands’ presence in the sport as they enter year two of the #PassTheLove campaign, a fully integrated program that will spread the passion for the sport coast to coast, the company said.

 

“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,” said Stephen Chriss, senior director, North America Consumer Engagement and Marketing Services at Mondelēz International. “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 “Official Snack of MLS” designation will include the cookie, candy, cracker and gum categories and will include a series of globally-recognized brand names by Mondelēz International. The deal will include all forms of media: retail, shopper marketing, consumer promotions, PR and social media. According to the company, the sponsorship includes rights to activate AT&T MLS All-Star Game and MLS Cup, MLS’ championship game, and to align with current players and other league ambassadors. 

 

By securing this partnership, Mondelēz International has the potential to interact with a broad range of consumers, including multicultural audiences. 

 

“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,” Chriss said. “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.”

 

Through these expanding sponsorships, Mondelēz International also has positioned itself as what it describes as a “key player” in soccer at a time when attendance and enthusiasm for the sport continue to climb. The company’s #PassTheLove campaign, a social movement that launched in 2014, will also benefit from the new deal with MLS. 

 

“Our #PassTheLove campaign proved the power of soccer to help our brands score with consumers, and we plan to make this year even bigger,” Chriss said.