The deal hasn’t been confirmed for its financial worth, but will see Mondelēz looking to tap into a worldwide fan and follower base that has reached 1.1 billion people, according to market research agency Kantar.
The partnership recently began with United’s 3-0 home win against Watford on 23rd February, which included support for Cadbury’s ‘Donate Your Words’ campaign on digital signage.
“Whether it’s Cadbury, Ritz, Oreo, or one of its many other brands, Mondelēz’s products are renowned around the world,” said Richard Arnold, Manchester United’s Managing Director.
“This global partnership will assist Mondelēz with its expansion into key markets whilst deepening the affinity their customers have for their products. For Manchester United, the partnership enables us to bring Mondelēz’s popular products to our fans and enhances our ability to continue investing on the pitch.”
Colin O’Toole, Associate Marketing Director at Mondelēz has been part of the new deal agreement.
“As a global company with a presence in many different markets our alliance with one of the most recognisable sports teams in the world will give us the ability to differentiate us from competitors by offering our consumers added value through engaging products and experiences.”
Over the last 12 months, United have struck global deals with the likes of Lego, Marriot Hotels and Konami, showing that while success on the field hasn’t been as it once was, it has had no bearing in attracting new commercial partners.
Despite lacklustre league form since 2013, United continue to be the dominant commercial force in English soccer, having posted record revenues of UK£627.1 million (AU$1.2 billion) for the 2018/19 financial year.
Revenues of UK£135.4 million (AU$266.8 million) for the first quarter of 2019/20 were also announced last November, an increase of UK£400,000 (AU$788,000) on the same period last year. However, the club’s net debt for the quarter climbed 55.5 per cent from UK£247.2 million (AU$487.2 million) to UK£384.5 million (AU$757.8 million).