The new multi-year partnership between the Montreal Canadiens and Mondelez Canada marks the first time the international snack company is activating at this scale in the Quebec market.

Announced ahead of the 2025-2026 NHL season, the broad partnership includes in-arena experiences, contests, community impact initiatives across Quebec and the introduction of Mondelez Canada brands at the Bell Centre, including Oreo, Cadbury, Sour Patch Kids and Maynard.

Sonia Bongiorno, Canada lead for partnerships, scale activations and shopper marketing with Mondelez Canada, tells Media in Canada that this marks a significant new step for the company.

“Unlike many of our other partnerships that have focused on national campaigns for broad consumer appeal, this one is uniquely tailored to Quebec’s cultural passion: hockey,” she says. “This partnership differs from other partnerships in that it’s region-specific, culturally targeted and deeply integrated with a sport that is central to Quebec identity.”

Starting with the regular season and right through the playoffs, Cadbury Dairy Milk will become the official sponsor of all goals scored by the Canadiens at home games, with brand assets integrated into scoreboard graphics and other digital platforms. Fans will also have the opportunity to win tickets, with full details to be shared on social channels. Additionally, Cadbury Dairy Milk, Cadbury
Mini Eggs and Caramilk products will be available at select concession stands in the arena.

Bongiorno says Mondelez Canada’s investment strategy in the Quebec market is highly strategic and rooted in its brand purpose. The company is “laser-focused” on being where their consumers are, at the right time, in the right context, to connect authentically, she adds.

“For us, this means it is critical that we balance traditional media with digital and in-venue experiences to create a full-funnel approach,” she says. “While efficiency and impact are always considerations, this investment isn’t just about shifting dollars between channels; it’s about making intentional choices that align with how fans engage with the Montreal Canadiens and the media platforms they use.”

The Oreo brand will also take centre stage at the Bell Centre, which will feature Oreo-branded rink boards, arena signage, broadcast features and interactive sampling activations throughout the season. Oreo and Mini Oreo cookies will also be available at concessions. Extending the partnership beyond the rink, Oreo will sponsor the visiting bench at the Canadiens training centre, the CN Sports Complex.

The partnership provides Mondelez Canada brands with the opportunity to engage a highly loyal and multi-generational fan base through targeted media placements, Bongiorno adds. “With access to both in-venue and broadcast media, we are building brand affinity with families and fans and aligning our messaging with key moments of the game, whether it’s in-venue on the Jumbotron or in commercial slots during peak viewership,” she says. “This partnership offers efficient media buys that maximize reach and frequency in a market that’s otherwise hard to penetrate with such cultural relevance.”

In January 2026, Oreo will further its commitment to the community by partnering with the Montreal Canadiens Children’s Foundation. In honour of the foundation’s 25th anniversary, Oreo will make a financial contribution toward the purchase of hockey equipment for the Bleu Blanc Bouge network of multi-purpose rinks across Quebec.

Fans will get their first look at these brand integrations when the Canadiens host the Seattle Kraken in their 2025–26 regular-season home opener on Oct. 14 at the Bell Centre.

According to Bongiorno, the media landscape has become increasingly fragmented, with consumers spread across traditional TV, streaming platforms, social media and in-app content, which can present a challenge for brands trying to maintain consistent reach and engagement. Attention is more divided than ever, and it’s harder to break through multiple platforms seamlessly, she adds.

“This partnership helps us tackle that challenge by giving us access to a full media ecosystem, from connected TV and in-venue screens to team apps and social platforms, allowing us to engage fans wherever they are consuming content, with consistent and relevant messaging,” she says.