February 25 – Manchester United has signed a multi-year global partnership with US-based confectionary, food and beverage company Mondelez International.
The partnership kicked off with Man Utd’s game against Watford last weekend, with activity to support Cadbury’s ‘Donate Your Words’ campaign that aims to combat loneliness in older people.
Mondelēz brands include Cadbury, Oreo, Toblerone, Milka and Belvita, the confectioner will collaborate with the Premier League club to create co-branded products, as well as interactive campaigns aimed at reaching the club’s digital fan base – estimated at 1.1 billion people worldwide.
Richard Arnold, Manchester United’s managing director, said: “This global partnership will assist Mondelēz with its expansion into key markets whilst deepening the affinity their customers have for their products. For Manchester United, the partnership enables us to bring Mondelēz’s popular products to our fans and enhances our ability to continue investing on the pitch.”
Mondelez is the club’s 26th global partner, joining other newcomers Lego, Marriot Hotels and Konami.
Colin O’Toole, associate marketing director at Mondelēz, said: “As a global company with a presence in many different markets our alliance with one of the most recognisable sports teams in the world will give us the ability to differentiate us from competitors by offering our consumers added value through engaging products and experiences.”
No value was given for the deal.
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