What? Mondelez has signed sponsorship deals with the U.S. national soccer leagues for both men and women. In addition, with star players Clint Dempsey of the Seattle Sounders and Omar Gonzalez of the Los Angeles Galaxy. Alex Morgan, an Olympic gold medalist who plays for the Portland Thorns in the National Women’s Soccer League, also signed a three-year deal with the brand. Mondelez also has signed a sponsorship deal with Las Chivas Guadalajara soccer team.
Why it matters: It’s the largest multibrand marketing effort to date for 1-year-old Mondelez and underlines the importance of soccer as a sponsorship vehicle and its cross cultural appeal.
Mondelez International Inc. has signed a sponsorship deal to become the official snacks partner of U.S. Soccer and announced three individual endorsement deals with the organization’s star players. The company also will be the official snacks sponsor of Club Deportivo Guadalajara, a team in Mexico, when the team plays in the United States.
The snacks giant will be a marketing partner of the US Soccer League where it will promote its cookie, candy, cracker and gum products such as Oreo, Ritz, Trident and Sour Patch Kids, among others.
A company spokesman would not disclose the financial terms of the deal.
“It’s the start of a movement to help our great brands connect soccer, community and snacking in a way that makes consumers stand up and cheer,” Stephen Chriss, senior director of North America Consumer Engagement and Marketing Services at Mondelez, said in a news release. Mondelez also announced a three-year sponsorship deal with popular Mexican soccer team Club Deportivo Guadalajara — better known as Chivas — for games played in the U.S.
The brands will also promote their relationship with soccer prominently on social media, Mr. Chriss said. Oreo has 34.4 million followers on Facebook, the equivalent of almost 11 percent of the United States’ population. How much the players and soccer team will be featured in traditional advertising has yet to be determined, according to Mondelez.
The deal also could help the company reach the growing ranks of Hispanic consumers, whose interest in soccer is high, according to the NYT.
Among Hispanic men, 14 percent reported frequently watching World Cup soccer matches on television, compared with 7 percent of white men, and 9 percent of Hispanic men reported watching other soccer league matches, compared with 3 percent of white men, according to a 2012 report by Mintel, a research firm.
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