The London 2012 Olympics has agreed new sponsorship deals with confectionery maker Cadbury and chewing-gum brand Trident.
The USA Today newspaper reports that Cadbury extended its existing sponsorship of the event with a deal under which it will supply all the sweets and packaged ice cream sold at official London 2012 outlets during the Games. Cadbury is a tier-two sponsor under a deal announced in October, and worth a reported $27 million, according to USA Today.
Trident’s new deal is also for a tier-two sponsorship.
USA Today reports that London 2012 chief executive Paul Deighton said it was important to “continue to develop our commercial program and raise more private finance to host and stage the games.”
The London Games now has seven top-tier domestic sponsors, three tier-two suppliers and five tier-three partners.
