The DFL (Germany’s football governing body) has announced that from January 1, 2021, Mondelēz International will become an official partner of the Bundesliga and Bundesliga 2 after signing a multi-year deal.
The global company, which is well known for owning brands such as Cadbury, Oreo and Milka, will gain a variety of DFL and club rights as part of the deal, including using the logos of competitions and of the professional clubs. Additionally, Mondelēz International will be able to use images of players and trophies in promotional activities for selected brands.
Robert Klein, CEO of Bundesliga International, commented:“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.”
The DFL has confirmed that Mondelēz International intends to primarily focus its new partnership towards the firm’s Milka brand. Meanwhile, stars from the ‘Bundesliga Legends Network’ have also been made available to the firm and will be involved in events arranged by Mondelēz International.
Fridolin Frost, Managing Director Germany & Austria at Mondelēz International added: “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.”
The partnership continues to strengthen the corporation’s portfolio of sponsorship agreements in the footballing world with Mondelēz International recently securing deals with a host of Premier League clubs such as Liverpool, Arsenal, Manchester United, Tottenham, Chelsea and Manchester City.