Sweet and savoury snack manufacturer Mondelez International has agreed a sponsorship deal with Soccer United Marketing, the commercial arm of Major League Soccer, encompassing a range of tie-ups across football in the United States.
Mondelez, which counts Oreo cookies, Ritz crackers and Trident gum among its major brands, takes on the designation as the official snacks of US Soccer for the men’s and women’s national teams for the next three years.
Over the same period, Mondelez will be the official snacks of Club Deportivo Guadalajara, commonly known as Chivas, when the Mexican team plays games in the United States.
Additionally, the company has put in place individual marketing deals with USA male and female internationals Clint Dempsey and Alex Morgan, along with LA Galaxy’s rising MLS star Omar Gonzalez.
The deals with US Soccer and Chivas will include all forms of media, retail, consumer promotions, grassroots, PR and social media promotion, along with rights to align with coaches and prominent players in US football.
On the social media front, Mondelez plans to leverage its global partnership with Twitter to provide consumer insight and engage with fans in North America and across the world.