Mondelez International has announced that its Milka chocolate brand will be a new sponsor of Spanish soccer’s elite LaLiga in a trio of markets across Central Europe, Czechia, Slovakia, and Hungary, expanding its partnership with the competition.
The pair will collaborate on fan-focused activations in each country, with Milka also gaining the rights to utilize LaLiga branding in marketing materials.
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Speaking on the new agreement, LaLiga director general for business Jorge de la Vega commented: “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.”
Mondelez and LaLiga are already partnered domestically, with an agreement originally running through the 2026-27 campaign, as well as in the Polish market.
Through this new tie-up, the pair’s deals in Spain and Poland have also been extended for another season, meaning Mondelez and LaLiga are now tied up across five markets through the end of the 2027-28 campaign.
In terms of broadcast distribution, LaLiga rights in both the Czech and Slovak markets are held by Nova Sport, the set of pay-TV broadcast networks controlled by the Central European Media Enterprises business.
In Hungary, meanwhile, the rights are held by Hungarian commercial broadcaster TV2, which has held these rights since 2018, and are disseminated through its Spíler TV channels.
The most prominent player from these three markets in LaLiga is undoubtedly Dávid Hancko, the Slovakian center back who plays for perennial contenders Atlético Madrid.
Villareal goalkeeper Péter Gulácsi is the only Hungarian player in LaLiga, while the sole Czech representation in the competition is Getafe backup goalkeeper Jiri Letacek.
