Cadbury stay sweet on Man Utd with renewal of global partnership

March 14 – Manchester United and Cadbury, part of the Mondelēz International brand family, have renewed their global partnership that began in February 2020.

Mondelēz is a US-based confectionary, food and beverage company whose brands include Cadbury, Oreo, Toblerone, Milka and Belvita. In the first three-year sponsorship the confectioner collaborated with the Premier League club to create co-branded products, as well as interactive campaigns aimed at reaching the club’s 1.1 billion+ digital fan base.

In the UK they collaborated on national campaigns including Donate Your Words, which helped to tackle loneliness in the elderly and Give A Doubt which addresses self-doubt amongst Britain’s youth.

The club said that the partnership “will continue to place generosity at the heart of its alliance, creating new generosity-focused community initiatives” – which matches the Cadbury marketing line of a ‘glass and a half in everyone’.

Victoria Timpson, Manchester United CEO of Alliances and Partnerships, said: “Both Cadbury and Manchester United take pride in supporting local communities. Cadbury recognises the ability football has in uniting fans for a common cause and we look forward to once again utilising the partnership to amplify important community campaigns.”

With the new campaign Cadbury is activating with the launch of Manchester United’s biggest ever ticket giveaway, from the start of the 2023/24 season this August. Fans will have the chance to win thousands of prizes every week, including hospitality experiences, match tickets and cash prizes.

Nick Rogers, Sponsorship Lead, Northern Europe and Mondelez International, said “We’ll bring even more exciting products and experiences to our consumers while continuing to make the game more inclusive for all fans. At Cadbury, we’re dedicated to supporting families and fans, and, as we approach our 200th birthday, our shared ‘glass and a half’ ethos with Manchester United has never been more important. In the last three years, we’ve supported over 700 businesses and 200,000 fans nationwide, donating millions of pounds worth of sponsorship assets. And we’re only just getting started!”

In 2020 Mondelēz signed three-year sponsorship deals with a number of Premier League clubs including Chelsea, Liverpool, Spurs, and Arsenal. All are coming up for renewal.

No value was given for the Manchester United sponsorship.

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