Maker of Oreo, Ritz, Trident, Honey Maid & Sour Patch Kids Become Official Snacks of MLS

March 19, 2015 - Major League Soccer (MLS) 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.

Mondelz 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 Mondelz 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 Mondelz 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 Mondelz 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.

Mondelz 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 Mondelz 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."

Originally posted here:
Maker of Oreo, Ritz, Trident, Honey Maid & Sour Patch Kids Become Official Snacks of MLS