Maker of Oreo, Ritz, Trident, Honey Maid & Sour Patch Kids Become Official Snacks of MLS
March 19, 2015 - Major League Soccer (MLS) News Release
East Hanover, N.J. and New York, NY (March 19, 2015) - More big names are coming to Major League Soccer this season - and they're hungry to get in on the action.
Mondelçz International, the maker of OREO, RITZ, TRIDENT, HONEY MAID and SOUR PATCH KIDS, today announced a multi-year deal to become the Official Snacks of MLS. The sponsorship bolsters the brands' presence in the sport as they enter the second year of the #PassTheLove campaign, a fully integrated program to help spread the passion for soccer coast to coast.
"MLS has played an enormous role in the explosion of soccer in America, and we're excited about how this great league and its fans can help us #PassTheLove," said Stephen Chriss, Senior Director, North America Consumer Engagement and Marketing Services at Mondelçz International. "Our MLS sponsorship opens even more avenues to reinforce how our snacks increase the fun of soccer whether you're at the stadium, watching on TV or playing the game."
The designation of Official Snacks of MLS extends to the cookie, candy, cracker and gum categories and will be inclusive of a series of globally-recognized brands operated by Mondelçz International, including: OREO, CHIPS AHOY, RITZ, WHEAT THINS, HONEY MAID, NEWTONS, BELVITA, TRIDENT, DENTYNE, STRIDE and SOUR PATCH KIDS, among others.
The deal with MLS includes all forms of media, retail, shopper marketing, consumer promotions, PR and social media. The sponsorship includes rights to activate at the AT&T MLS All-Star Game and MLS Cup, MLS' championship game, and to align with current players and other league ambassadors. Deal terms were negotiated in conjunction with CAA Sports Consulting (on behalf of Mondelçz International) and Soccer United Marketing.
An Exciting Opportunity
MLS has kicked off its 20th season with more momentum than ever, including new national television and media rights partnerships, expansion clubs in key markets including New York and Orlando, and scheduling changes to increase fan excitement and anticipation as teams compete to win MLS Cup.
Mondelçz International recognizes the enormous potential to leverage the league's growing stature with a broad range of consumers - including multicultural audiences - whether it's in-store or through innovative digital media executions.
"By tapping into the excitement surrounding MLS and soccer, we're giving our snack brands amazing opportunities to appeal to moms, dads, teens and athletes in their communities," said Chriss. "And this sponsorship strengthens our relevance with multicultural consumers, many of whom love soccer and identify with brands like ours who have made an authentic, long-term commitment to the sport."
"It's always great to partner with companies that have a true passion for soccer, and Mondelçz International understands the potential of our league and our sport to resonate with consumers and fans," said David Wright, Senior Vice President, Global Partnerships, Soccer United Marketing. "Unveiling this new sponsorship with globally recognized brands is yet another great way to begin our 20th season."
A Movement to #PassTheLove
Through its expanding sponsorships and engaging consumer activations, Mondelçz International has rapidly established itself as a key player in the sport at a time when attendance and enthusiasm for soccer are skyrocketing.
In 2014, Mondelçz International unveiled a multi-year sponsorship to become the Official Snacks of U.S. Soccer (Men's and Women's National Teams). The company also maintains an endorsement deal with Alex Morgan, one of the pre-eminent figures in women's soccer as the U.S. Women's National Team prepares for this summer's much-anticipated international tournament.
With MLS now added to the mix, Mondelçz International plans to continue its integrated #PassTheLove campaign, an innovative, socially-powered movement which began in 2014 and became the company's largest multi-brand program to date.
"Our #PassTheLove campaign proved the power of soccer to help our brands score with consumers, and we plan to make this year even bigger," said Chriss.
• Discuss this story on the Major League Soccer message board...
Major League Soccer Stories from March 19, 2015
- Timbers Weekly Update - Portland Timbers
- 2015 Primary and Secondary Jerseys Will be Available at Team Store - Colorado Rapids
- Injured Bunbury Progressing Well, Still Couple Weeks away from Return - New England Revolution
- Midfielder Kevin Molino Called up to Trinidad and Tobago National Team for Friendly - Orlando City SC
- Dynamo Midfielders Boniek GarcÃa, Luis Garrido to Join Honduras for Gold Cup Qualifying Playoff - Houston Dynamo FC
- Maxim Tissot with the Canadian National Team - Club de Foot Montreal
- Sporting KC Midfielder Roger Espinoza to Join Honduras Roster for Gold Cup - Sporting Kansas City
- Orlando City SC Striker Cyle Larin Called up to Canadian Men's National Team - Orlando City SC
- Mannella and Roberts Called into Canadian National Team - Toronto FC
- Sporting KC Defender Marcel De Jong to Join Canada MNT - Sporting Kansas City
- Maker of Oreo, Ritz, Trident, Honey Maid & Sour Patch Kids Become Official Snacks of MLS - MLS
- Impact and Labatt Announce New Major Partnership - Club de Foot Montreal
- Saied's Emergence Creates Competition in Crew SC Midfield - Columbus Crew SC
- Impact Shuts out Alajuelense 2-0 in the First Leg of Champions League Semifinal - Club de Foot Montreal
The opinions expressed in this release are those of the organization issuing it, and do not necessarily reflect the thoughts or opinions of OurSports Central or its staff.
