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Mondelez enters tennis market with U.S. Open deal

Multinational snack foods company Mondelez International has reached an agreement to become an official promotional partner of the U.S. Open tennis grand slam.

The deal grants promotional rights in-store, as well as stadium and digital advertising in association with the 2015 U.S. Open, which begins at New York’s Flushing Meadows on August 31.

Mondelez will use the platform to promote its Oreo cookie brand and BelVita breakfast biscuits and will host fan engagement events at the U.S. Open, while also engaging through digital and social media campaigns.

"We're so excited to partner with the US Open, which is that rare event with strong appeal among our core targets of moms, millennials and multi-cultural consumers collectively," Stephen Chriss, senior director for North America consumer engagement and marketing services at Mondelez International.

"Our brands engage consumers where they are, and increasingly that means on digital and social media as well as through TV. Our promotional partnership with a world class event like the US Open that drives massive conversation online will enable brands such as Oreo and belVita to create captivating content that's relevant to consumers in the moment."

Financial terms for the deal, which marks Mondelez’s maiden move into tennis sponsorship, were not disclosed.