The Greek Minifootball Championship changed name sponsor. The “Total” yoghurt brand is the new name sponsor of the league, which is now called “Total UNI-League”. It’s worth mentioning that “Total” is the leading brand of Greek yoghurt in Greece and one of the biggest brands of its sector in the entire world. Following the trend of the USA where yoghurt brands invested a lot of money in sports, the “Total” brand which belongs to FAGE Company decided to support Minifootball and a large part of amateur sports in Greece focusing mainly on students’ sports. The Executives of FAGE consider this decision as a strategic move which will help them a lot to build a new profile of their product and show that yoghurt is an absolutely healthy food that should be consumed by men and athletes and not only by mothers and families as a breakfast, destroying the traditional stereotype. This strategic choice is absolutely reasonable and the connection between Minifootball and the brand in Greece has attracted the media and the attention of the audience. People that work in sports marketing sector in the country consider this move as a very smart one and are sure that in a few years, FAGE will have created a whole story around this first investment and will count very positive results.
The rebranding of the Championship was a big target, since the UNI-League was highly connected to N’JOY, which was a chocolate milk brand that belongs to FAGE too, but since this product stopped the production, FAGE decided to transfer the name sponsorship to its biggest brand and the one that is exported to 40+ countries in the world. The Greek National Team was also sponsored by “Total” in miniEURO 2015 in Croatia and that was the first promotional move of the company that started the big sport season for Total prior to the start of the Total UNI-League.
The Total UNI-League has just started its registrations period and it will last until the middle of November. Immediately afterwards, the games will begin in 10 cities of the country and the season will last for 7 months, until May 2016 when the Panhellenic Finals will take place.