Why Danone and FC Barcelona Are Partnering to Reach Soccer Fans in the US

The food company is leveraging the sport's momentum in the states

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Danone North America, which owns brands including Activia, Dannon, Oikos and Silk, has a clear mission: bring health through food to as many people as possible.

Speaking at the virtual Brandweek Sports Marketing Summit today, Danone USA’s svp and chief marketing officer of brand marketing yogurt Manos Spanos, said partnering with athletes helps it bring this message to life.

“For us, there’s no better way to get people engaged in that mission than the power of sports,” he said.



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