Mondelez signs up ahead of Cricket World Cup launch

Snack food company Mondelez International has agreed a commercial partnership for the upcoming 2015 Cricket World Cup.

The national team tournament staged by Australia and New Zealand begins on Saturday and Mondelez will serve as its official confectionary partner.

Under its deal with the International Cricket Council, Mondelez will promote its Cadbury, the Natural Confectionery Co., Pascall and Sour Patch brands alongside the World Cup in retail outlets across the host nations and at match venues.

The World Cup begins with New Zealand taking on Sri Lanka in Christchurch on the opening day before Australia faces rival England at the Melbourne Cricket Ground.