Mondelez has stepped up as a sponsor of the Australian national soccer team ahead of the Brazil World Cup, although the headline sponsor slot is still vacant.
The Cadbury-owner is becoming the “official snacking partner” of the Socceroos, but has not disclosed the value of the deal.
In a short statement to AdNews, a Mondelez spokesperson said: “We are very pleased to announce that Mondelez Australia have signed rights to be the snacking partner of the Socceroos as they start their World Cup campaign in Brazil this year. We are the official confectionery, biscuit, candy, spreads and coffee partner of the Socceroos and will be activating the partnership in store and on POS across all our major customers in May and June.”
The Mondelez sponsorship spans a number of its brands, the most prominent being Cadbury, which commands more than half of Mondelez' main media spend, but is also likely to touch on Vegemite, Oreos and Philadelphia.
The Socceroos headline sponsorship slot has been vacant for almost a year after previous long-term sponsor Qantas said it wouldn't be continuing its $4m sponsorship deal in June last year. Qantas is still the official airline of the team.
With just 42 days to go until the World Cup kicks off on 12 June, a potential sponsor still has a window of opportunity to make the most of the pre-tournament hype and marketing opportunities.
The sponsorship would also roll over to include the Asia Cup, which is being held in Australia in January.
Separately, The Football Federation of Australia is about to launch its biggest ever digital and data push ahead of the world cup offering better access and content for fans in the run up and during the World Cup in Brazil.
You can read more about it in the next edition of AdNews – out Friday 2 May.
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