January 20 – Bundesliga International and Intersnack Deutschland SE, the company behind the popular snack brand funny-frisch, have signed a long-term partnership agreement, making funny-frisch an official partner of both the Bundesliga and Bundesliga 2.
The deal, announced late last week, grants Intersnack extensive rights to activate advertising and communication measures across multiple platforms, including TV, retail point-of-sale, and digital channels. The partnership will also see Bundesliga logos and trophies featured on funny-frisch products, while the brand gains access to the Bundesliga’s database of moving image content for use in campaigns and promotions.
The duration and financial terms of the agreement remain undisclosed.
For funny-frisch, the move puts them in pole position to become a staple of matchday culture, both at the stadium and at home.
Peer Naubert, chief marketing officer of Bundesliga International, said: “With Intersnack, we have gained another industry leader from the snacking sector for our partner portfolio. The funny-frisch brand is very popular among all generations in Germany and is a perfect fit for the Bundesliga. We are looking forward to working with a dynamic partner.”
Katja Johannson, director of marketing at Intersnack Deutschland SE, said, “This partnership is a win-win situation for all sides: With Intersnack, the DFL gains a strong partner in the area of salty snacks. Intersnack uses the emotionality in football and entertains fans and consumers alike, while retailers can look forward to new, exciting marketing opportunities.”
Contact the writer of this story, Harry Ewing, at moc.l1737411871labto1737411871ofdlr1737411871owedi1737411871sni@g1737411871niwe.1737411871yrrah1737411871