Milka-ing it: Mondelēz agrees Bundesliga partnership to start 2021

September 11 – US confectionary giant Mondelēz International has continued to spend its European marketing dollars on football with the announcement that it will become an official partner of Germany’s Bundesliga and Bundesliga 2.

Starting 1 January 2021, Mondelēz International, which owns brands such as Milka, Oreo, and TUC, will have “use of DFL and club rights, including using the logos of competitions and of the professional clubs, as well as images of players and trophies in promotional and communication measures for selected Mondelēz International brands,” said a DFL press release.

The Milka chocolate brand will be the focus of marketing activity which will use stars from the ‘Bundesliga Legends Network’ in events arranged by Mondelēz.

No value was given for the multi-year partnership.

“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,” said Robert Klein, CEO of Bundesliga International.

Over the past two months Mondelēz has announced a series of English Premier League partnerships to start with the opening of the season this weekend. Liverpool were the latest earlier this week to secure a global sponsorships and joined Manchester United, Spurs, Chelsea and Arsenal with campaigns focussed on the Cadbury brand.

Fridolin Frost, managing director Germany & Austria at Mondelēz International, said: “We are proud to have gained such a high-profile partner in the Bundesliga. 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.”

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