October 15 – Mondelēz International’s Milka chocolate brand will sponsor LaLiga in the Czech Republic, Slovakia and Hungary, extending the company’s partnership with the Spanish league to three new markets.
The two will conduct fan activations in each country, and Milka can use the LaLiga brand in their marketing.
“The extension of this agreement reflects the strength of our relationship with Mondelēz International and the trust that such a recognized brand as Milka places in LaLiga,” said Jorge de la Vega, General Manager of LaLiga Business.
“The Czech Republic, Hungary and Slovakia are important markets for our growth in Central Europe, and expanding there together with a partner with such a strong emotional connection with consumers will allow us to continue to bring the competition to new fans and create shared experiences around football.”
Mondelēz is already a partner of LaLiga in Spain, in an agreement that was to last until 2026-27, and in Poland. Both have been extended by one season, so the company and the league are tied in five markets through the end of 2027-28.
New markets come with established broadcast partners. In the Czech Republic and Slovakia, LaLiga is shown on Nova Sport, the pay TV channels managed by Central European Media Enterprises. In Hungary, commercial broadcaster TV2 has held the rights since 2018 and shows matches on its Spíler TV channels.
Slovakia’s Dávid Hancko, central defender of Atlético de Madrid, is the most outstanding player of the three countries currently playing in LaLiga.
The deal follows a familiar LaLiga strategy, which has spent years building market-by-market partnerships to grow its international audience, often with brands that already have strong consumer recognition in each region. Milka, with deep roots in Central Europe, fits this approach.
Contact the writer of this story, Nick Webster, at (email protected)
