The Bundesliga, the top division of German professional football, has signed a long-term partnership agreement with Intersnack, a German producer of savoury snacks.
The deal will see Intersnack’s brand Funny Frisch act as an Official Partner of 1. Bundesliga as well as 2. Bundesliga.
The deal will see various activations and television and digital campaigns carried out jointly by the two parties. Funny Frisch will also gain the rights to use Bundesliga logos, photos, and videos for exclusive content creation as well as to feature on its products.
Speaking about the Intersnack deal, Peer Naubert, Chief Marketing Officer of Bundesliga International, said:
“In Intersnack, we have been able to gain another industry leader from the snack business for our partner portfolio. The funny-frisch brand enjoys great popularity among all generations in Germany and is a perfect fit for the Bundesliga. We are pleased to be working together with such a dynamic partner.“
Katja Johannson, Director of Marketing at Intersnack Deutschland, added:
“This partnership is a win-win arrangement for all sides. The DFL is getting a strong partner in the savoury snacks field. Intersnack can use the emotional aspect of football and communicate with fans and consumers in this way, while retailers can look forward to exciting new marketing possibilities.“
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