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Mondelēz International has signed as the Official Snacks of Major League Soccer (MLS) as part of the snack giant's #PassTheLove campaign, designed to support the sport nationwide.
The multi-year deal includes activation at the AT&T MLS All-Star Game and MLS Cup, as well as alignment with current players and other league ambassadors. It also covers all forms of media, retail, shopper marketing, PR and consumer promotions.
“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 Mondelēz 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 Mondelēz #PassTheLove campaign kicked off in 2014, and has since become 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,” Chriss added.
Mondelēz International Inc. owns such brands as Cadbury, Oreo, Honey Maid, Nabisco and Trident, among others.