March 8 – The German DFL and US snack giant Mondelēz International have agreed to extend their domestic licensing partnership.
As part of the extension, Mondelez brands like Milka, Oreo, and TUC will maintain the usage of DFL and German club marks, including competition logos, club insignias, and trophies in promotions across Germany. This will extend to packaging design, in-store displays, and online media.
Specific details regarding the value or duration of the extension were not disclosed. Mondelez International has been a partner of the Bundesliga and Bundesliga 2 since 2021 with the deal extension assumed to be for another three-year cycle.
Mondelēz has activated its sponsorship through various creative initiatives throughout the three-year partnership, including ‘Milka Fair Play Moments’ and the ‘Fair Play of the Season Award’.
To celebrate the deal, the two entities will give fans the chance to win exclusive experiences such as being a player escort at the German Supercup, participating in a training session with Bundesliga Legend Lothar Matthäus, and qualifying for matchday tickets through product-based competitions.
Peer Naubert, Bundesliga International Chief Marketing Officer, said: “After three years, we are pleased to extend our collaboration with a strong, globally-recognised partner. We look forward to continuing our relationship, working together to reach more Bundesliga and Bundesliga 2 fans throughout Germany and beyond.”
Charles-Henri Casala, Mondelēz International Senior Marketing Director DACH said: “Like Milka, the Bundesliga & Bundesliga 2 enable millions of people in Germany to live authentic emotions. We are thrilled to continue our successful collaboration with the DFL. Together we will enable consumers and football fans to experience unforgettable moments. Looking forward to writing this new chapter in close partnership!”
Contact the writer of this story, Harry Ewing, at moc.l1732318452labto1732318452ofdlr1732318452owedi1732318452sni@g1732318452niwe.1732318452yrrah1732318452