FFF: Mondelēz International (confectionery) extends partnership and promotes its Milka brand

Mondelēz International, an American confectionery group (Oreo, Toblerone, Cadbury, Belin, Tuc, Milka...), has extended its partnership with the French Football Federation until 2024, announced the FFF on 20/12/2021.

A partner of the Federation since 2013 via the Tuc brand, then Belin in 2018, the American group is now bringing in its Milka brand (chocolate bars) as an official partner of the French men's, women's and U23 national teams. Milka joins Betclic Group (sports betting), Coca-Cola (beverages), Intermarché (supermarkets), KFC (restaurants) and Pasquier (food industry) as a third level partner of the FFF. The annual value of these partnerships is estimated at between €1-2m, except for the agreement with Betclic, which is estimated at between €5-8m per year.

"The Milka brand will notably accompany the French women's team at the next Euro 2021 (July 2022 in England) and the French men's team for the next World Cup (November-December 2022 in Qatar)," explained the Federation, which received €109.2m in sponsorship revenue over the 2019-20 financial year.

Mondelēz International…