Mondelez, LaLiga expand tie-up for another season, adding three new markets

Mondelez International has expanded its partnership with Spanish soccer’s elite LaLiga, adding the Milka chocolate brand as a sponsor across three Central European markets: Czechia, Slovakia, and Hungary.

Milka Activations Across Central Europe

Under the new agreement, Mondelez and LaLiga will collaborate on fan-focused activations in the Czech Republic, Slovakia, and Hungary. Milka secures the rights to utilize official LaLiga branding in marketing materials throughout the three territories. Jorge de la Vega, LaLiga director general for business, stated that the expansion reflects the strength of the relationship with Mondelēz International and the trust placed in the competition by a recognized brand like Milka. He noted that the Czech Republic, Hungary, and Slovakia are important markets for growth in Central Europe, aiming to bring the competition closer to new fans and create shared experiences around football.

Extended Agreements in Spain and Poland

Mondelez and LaLiga already maintain a domestic partnership in Spain originally slated to run through the 2026-27 campaign, alongside an existing tie-up in the Polish market. This new Central European expansion agreement also extends the existing deals in Spain and Poland for another season. As a result, Mondelez and LaLiga are now commercially linked across five markets through the end of the 2027-28 campaign.

Nova Sport and TV2 Hold Central European Broadcast Rights

Broadcast rights for LaLiga in the Czech and Slovak markets are held by Nova Sport, a set of pay-TV broadcast networks controlled by Central European Media Enterprises. In Hungary, the broadcast rights belong to the Hungarian commercial broadcaster TV2 via its Spíler TV channels, continuing a partnership held since 2018. On the pitch, the most prominent player from these three markets in LaLiga is Dávid Hancko, the Slovakian center back who plays for Atlético Madrid. Additional representation from the region includes Villarreal goalkeeper Péter Gulácsi, the sole Hungarian player in the competition, and Getafe backup goalkeeper Jiri Letacek, representing the Czech Republic.