January 25 – The Premier League has signed chocolate maker Cadbury to a three-year partnership beginning with the 2017/18 season. No amount was announced for the deal but estimates put it in excess of £7 million per season.
The sponsorship will see Cadbury become an official partner and team up with the Premier League in its Health for Life initiative delivering “a specific element” of that programme which encourages healthy lifestyles and is aimed at making a difference to 60,000 children.
Not surprisingly the deal has already been criticised by health campaigners who argue it is hard to see how chocolate is compatible with a healthy lifestyle. They view it purely as a marketing programme to sell more chocolate.
The Premier League said Cadbury will receive “a range of rights relating to player milestones including the Premier League’s Golden Boot and Golden Glove awards.”
Premier League managing director Richard Masters said: “We are very pleased to be entering into a new partnership with Cadbury – one of the country’s most iconic and well-known brands.
“Cadbury’s popularity across the world, and our shared focus on delivering moments of joy, make this a great fit for the Premier League and we are thrilled they have chosen to work with us in what is their first ever partnership in football.” It might be Cadbury’s first football sponsorship but it isn’t their first in sports having sponsored the London 2012 Olympics.
The Premier League has pursued a strategy of higher value big brand sponsorship partners following the end of the league’s title sponsorship Barclays last season. Barclays stayed on as the official bank while EA Sports became the lead partner. Cadbury is joining the official partner roster alongside Nike, Carling and TAG Heuer.
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