January 16 – Spanish football has always been a global spectacle, and now it’s adding a little sweetness to its appeal – courtesy of Mondelez International, the North American snack giant behind popular brands like Oreo and Milka.
In a newly inked commercial partnership, LaLiga and Mondelez have joined forces in a deal that will last through the summer of 2027. Effective immediately, Mondelez brands will enjoy prime branding and logo placement across “different media and spaces” in both LaLiga and Spain’s second-tier, the Segunda Division.
Mondelez will also activate offering LaLiga-themed prizes and experiences, in what they say is merging two global passions: football and snacks.
While financial terms remain under wraps, the deal aligns with LaLiga’s push into the United States market. Mondelez, is headquartered and has its largest market share in the US.
LaLiga has had an office in New York City since 2019 and is persistent in its efforts to stage regular-season matches on American soil.
Heavyweight LaLiga teams such as Real Madrid, Atletico Madrid, and FC Barcelona, regularly play pre-season games in the country, and the league has a lucrative media rights deal in place with ESPN through the 2028-29 campaign, reportedly worth $1.4 billion over eight seasons.
Jorge de la Vega, LaLiga’s general manager of business, praised the partnership as “a unique agreement between two leading companies that will also allow us to take the values of sport much further and create unique experiences for football fans.”
This partnership with Mondelez adds to LaLiga’s ever-growing stable of sponsors, which already includes EA Sports as its title partner and global heavyweights such as Puma, San Miguel, Riyadh Season, and BKT.
Contact the writer of this story, Harry Ewing, at moc.l1737054728labto1737054728ofdlr1737054728owedi1737054728sni@g1737054728niwe.1737054728yrrah1737054728