Commentary

Mondelez moves into soccer in big way

By Paul Kennedy

Mondelez International, the maker of such snacks and gums as Oreo, Ritz, Trident and Sour Patch Kids, is making a major consumer play with soccer through a series of wide-ranging deals with U.S. Soccer, Mexican club Chivas de Guadalajara and U.S. national team players.

Based in East Hanover, N.J., Mondelez signed a three-year sponsorship as the official snacks of U.S. Soccer and a three-year sponsorship as the official snacks of Mexican club Guadalajara for games played and sponsorship within the United States.

Individual marketing deals were signed with Clint Dempsey, Alex Morgan and Omar Gonzalez.

“This is so much more than a business 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,” said Stephen Chriss, the senior director for North America consumer engagement and marketing services at Mondelez International. “We’re so excited to have the opportunity to partner with these great athletes and organizations just as U.S. love for the sport is about to reach a fever pitch.”

The deals represent Mondelez’s largest multi-brand program it has conducted.

SUPER CLASICO NUMBERS. Saturday's Súper Clásico between Club America and Chivas de Guadalajara was Univision's most-viewed Liga MX regular-season broadcast this season, reaching 4.2 million viewers who tuned in to all or part of the match won by America and averaged 1.1 million viewers adults 18-49.

El Súper Clásico beat out two MLB playoff games and nearly doubled the opening game of the NHL season.
 
Univision was first or second in the time period in five of the six biggest Nielsen DMA markets.

CREW PARTNERS WITH SPORTSDIGITA. The Columbus Crew became the first MLS club to partner with interactive sports agency Sportsdigita to launch ticket renewals, as well as season-ticket and group sales platforms.

The Minneapolis-based company is providing season-ticket holders with a digitally based interactive portal to customize their buying experience and share their team pride. Sportsdigita also works with clubs in the NFL, NBA, NHL and MLB.

“At Sportsdigita," said CEO and founder Angelina Lawton, “we pride ourselves in being able to deliver digital solutions to our forward-thinking partners like the Crew, who are a big reason why Major League Soccer continues to grow in innovation and popularity.”
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