Mondelez’ home market of the US has long been seen by LaLiga as a region ripe for expansion. (LaLiga imagery)

Spanish soccer’s top-tier LaLiga has struck a commercial deal with North American snack giant Mondelez International.

A tie-up is in place between the two parties through the 2026-27 campaign.

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The agreement will see Mondelez brands such as Oreo and Milka secure branding and logo space across “different media and spaces” in LaLiga and the second-tier Segunda Division.

In addition, Mondelez customers will have the opportunity to win LaLiga-themed prizes and experiences.

The US, where Mondelez has its headquarters and its biggest market share, is one of the main regions LaLiga has its eye on in terms of international expansion.

The league is working to stage regular-season matches in the US, potentially as early as next season, and has had an office in New York City since mid-2019.

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Heavyweight LaLiga teams such as Real Madrid, Atletico Madrid, and Barcelona, regularly play pre-season games in the country, and the league has a lucrative media rights deal in place with ESPN through the 2028-29 campaign, reportedly worth $1.4 billion over eight seasons.

Jorge de la Vega, LaLiga’s general manager of business, has said the deal represents “a unique agreement between two leading companies that will also allow us to take the values of sport much further and create unique experiences for football fans.”

In terms of LaLiga’s other sponsors, EA Sports is its title partner, while global partners include Puma, San Miguel, Riyadh Season, and BKT.

This tie-up for Mondelez adds to its stable of European soccer league partnerships. The firm has been a partner of Germany’s Bundesliga and Bundesliga 2 competitions since 2021, with the most recent extension of that relationship unveiled last March.

Through its Philadelphia cream cheese brand, Mondelez is also a partner of Italy’s Serie A until the 2025-26 campaign. GlobalData Sport has valued that deal at $3.1 million annually.

In addition to these agreements, the brand also has a range of deals with specific clubs from various soccer competitions.