LaLiga expands Milka partnership into three new markets
Mondelēz International has extended its Milka partnership with LaLiga through 2027/28 and added Czechia, Slovakia and Hungary, taking the agreement to five European markets.
LaLiga has expanded its commercial relationship with Mondelēz International, adding Czechia, Slovakia and Hungary to a Milka sponsorship programme already operating in Spain and Poland.The agreement also extends the existing Spanish and Polish partnerships by one season, bringing all five markets under a relationship running through the end of the 2027/28 campaign.LaLiga director general for business Jorge de la Vega said: “The expansion of this agreement reflects the strength of our relationship with Mondelēz International and the trust that a brand as widely recognized as Milka places in LaLiga.“The Czech Republic, Hungary and Slovakia are important markets for our growth in Central Europe, and expanding into them alongside a partner with such a strong emotional connection with consumers will allow us to continue bringing the competition closer to new fans and creating shared experiences around football.”Milka will gain rights to use LaLiga branding in marketing materials across the additional territories, with the companies collaborating on activities aimed at football supporters in each country.The expansion gives Mondelēz a broader regional platform for its chocolate brand while supporting LaLiga’s efforts to develop its commercial presence and audience relationships in Central Europe.Rather than establishing an entirely separate sponsorship programme, the agreement extends an existing relationship into neighbouring markets, combining continuity in Spain and Poland with new opportunities for local campaigns.The original Spanish agreement had been scheduled to run through 2026/27, with the additional season aligning its duration with the expanded five-market arrangement.That common timetable provides a consistent framework for the partnership while allowing promotional activity to reflect the audiences and consumer markets in each territory.The rights to use league branding give Milka a recognised football property around which to build its marketing, with supporter experiences forming another part of the planned collaboration.LaLiga’s existing broadcast distribution provides an established route for audiences in the three new markets to follow the competition, alongside the additional engagement envisaged through the sponsorship.Nova Sport holds LaLiga rights in Czechia and Slovakia, with the pay-TV networks operated by Central European Media Enterprises.In Hungary, commercial broadcaster TV2 distributes the competition through its Spíler TV channels, having held LaLiga rights since 2018.Those broadcast relationships are separate from the Mondelēz agreement, but provide context for the league’s commercial development in territories where its matches are already available.The extension illustrates LaLiga’s use of regional sponsorship rights to grow partnerships across selected countries, giving an existing brand partner scope to increase its involvement without requiring a worldwide agreement.Milka’s addition in the three Central European markets broadens the partnership’s geographical coverage, with the longer term in Spain and Poland maintaining the foundations of the relationship through 2027/28.