A key debut move into the world of American football has been confirmed by Mondelēz International, announcing its first ever major team sponsorship, of four-time Superbowl winers, the Kansas City Chiefs, reports Neill Barston.

The business has, along with other major companies operating across the confectionery and snacking space, increasingly reached out to sporting and celebrity endorsement as a means of consumer engagement.

With competition on retail shelves across the region, and around the world, being more fierce than ever, companies have become increasingly switched on to the prospect of literally ‘being where fans are,’ and it is a concept that is notably being taken up, as with food giant Nestlé’s flagship KitKat brand becoming the official snack of F1 racing.

For its part, Mondelez took the opportunity with the recent FIFA World Cup in the US, in turning to stars including midfielder Christian Pulisic, and former national women’s captain Alex Morgan for notable campaigns across this summer.

The company behind the likes of Ritz Crackers, Oreo and Chips Ahoy cookies, has now taken that a step further in signing its first American football team sponsorship with the Chiefs, becoming them team’s official snacking partner from this summer.

As the business asserted, it shares a similar belief with the major professional football team that the sport offers people a sense of belonging and community for fans, families and snackers alike.

Building on Mondelēz International’s longstanding commitment to connecting with fans on the world’s biggest stages – from Big Game and March Madness to Summer of Soccer and Inter Miami CF campaigns – this partnership will connect Mondelēz portfolio brands directly to Chiefs Kingdom, deepening the company’s commitment to creating memorable moments for fans.

“We are incredibly excited to kick off the football season by charging into Chiefs Kingdom alongside one of the most iconic fanbases in sports,” said Nick Rogers, Director of Portfolio Marketing & Sponsorships at Mondelēz International.

“Mondelēz snacks have fueled legendary tailgates and family gatherings for generations. Elevating that Arrowhead Stadium tradition with fan favorites like Oreo, Ritz, Sour Patch Kids, and Chips Ahoy! allows us to bring the ultimate gameday lineup straight to Chiefs Kingdom,” he explained of the new partnership with the team that last claimed the coveted Superbowl prize two seasons ago.

Brand activation
As the company noted, Chiefs fans can expect to see Mondelēz brands integrated throughout their game-day experience. Additionally, starting in October, shoppers across Kansas, Missouri and Nebraska will see regional retail displays featuring special game-day promotions and eye-catching design, with Mondelēz’s iconic lineup alongside the legendary Chiefs marks.

“We are thrilled to welcome Mondelēz International to Chiefs Kingdom as our Official Snacking Partner. Their iconic roster of snacks is already a gameday staple for millions of households, and together we look forward to elevating the fan experience at Arrowhead Stadium and throughout our community,” said Tyler Kirby, Executive Vice President and Chief Revenue Officer, Kansas City Chiefs.