Major League Soccer (MLS) has signed multi-year sponsorship deals with snack giant Mondelez International and consumer products company Johnson & Johnson, reports, www.sportspromedia.com/. Mondelez, the official snack of MLS, has added new categories to its deal, becoming the league's exclusive cookie, candy, cracker and gum partner.
The company will use the association to promote several of its best-known brands, including Oreo, Chips Ahoy, Ritz, Wheat Thins, Honey Maid, Newtons, Belvita and Trident.
In addition to a host of media and marketing assets, its sponsorship includes the rights to activate at the AT&T MLS All-Star Game and MLS Cup, and to align with current players and league ambassadors.
A central facet of Mondelez's activation will be the #PassTheLove campaign, a US-wide promotion designed to generate interest in soccer in the country.
"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, the senior director, North America consumer engagement and marketing services at Mondelez International.
Meanwhile, MLS has also reached a multi-year deal with Johnson & Johnson's consumer division.
Johnson & Johnson Family of Consumer Companies, whose brands include Neutrogena, Band-Aid, Neosporin and Aveeno, becomes the official healthcare sponsor of the league, as well as the US men's, women's and youth national teams.
Both deals were agreed by Soccer United Marketing, the commercial arm of MLS and US Soccer.
