DFL extends domestic licencing partnership with Mondelēz International

6 March 2024 – The DFL Deutsche Fußball Liga and Mondelēz International have agreed to an extension of their cooperation, ensuring that one of the world’s most-recognisable snacking companies remains in partnership with the Bundesliga and Bundesliga 2. The new deal was coordinated by Bundesliga International, full subsidiary of the DFL.

Throughout Germany, Mondelēz International brands, such as Milka, OREO and TUC will continue to utilise the use of DFL and club rights, including using the logos of competitions, clubs and trophies, in their promotional and communication measures. The marketing opportunities range from Point of Sale (POS) through engaging packaging design and in-store displays, to online coverage and experiential activities.

Mondelēz International has been a partner of the Bundesliga and Bundesliga 2 since 2021, where it has maximised the collaboration through a number of creative activations, including the ‘Milka Fair Play Moments’ and ‘Fair Play of the Season Award’, the opportunity for people to win a once-in-a-lifetime opportunity to be a player escort at the German Supercup, competitions for fans to qualify for money can’t buy experiences such as a training session with Bundesliga Legend Lothar Matthäus, as well as a range of competitions to win matchday tickets and club merchandise.

Peer Naubert, Bundesliga International Chief Marketing Officer, said: “After three years, we are pleased to extend our collaboration with a strong, globally-recognised partner. We look forward to continuing our relationship, working together to reach more Bundesliga and Bundesliga 2 fans throughout Germany and beyond.”

Charles-Henri Casala, Mondelēz International Senior Marketing Director DACH, is also excited about the continued cooperation and said: “Like Milka, the Bundesliga & Bundesliga 2 enable millions of people in Germany to live authentic emotions. We are thrilled to continue our successful collaboration with the DFL. Together we will enable consumers and football fans to experience unforgettable moments. Looking forward to writing this new chapter in close partnership!”