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Cadbury adds Leeds to Premier League ‘top six’ deals

(Photo by Laurence Griffiths/Getty Images)

Newly-promoted Premier League club Leeds United has signed up chocolate brand Cadbury as the club’s Official Snacking Partner.

The deal with Cadbury parent Mondelēz International puts Leeds in the same company as the so-called ‘top six’ Premier League teams –  Liverpool, Manchester UnitedSpursChelsea, Manchester City and Arsenal – all of which signed with Mondelēz this year.

Cadbury was formerly a central sponsor of the Premier League but chose not to extend its contract this season and diverted funds into deals with the league’s biggest clubs.

As with its most-recent club deals, Cadbury will use the Leeds sponsorship to support local businesses, community projects and charitable campaigns across the 2020-21 campaign and seasons beyond.

Cadbury has donated its pitchside advertising rights at the club’s Elland Road stadium to support the Leeds United Foundation, and will offer the branding positions to other businesses during the turbulent economic period caused by the Covid-19 pandemic.

Paul Bell, executive director at Leeds United, praised the brand’s integration with the club’s community work, as evidenced by Cadbury offering some of their inventory to support the Leeds United Foundation.

The deal also means that Leeds United will play a part in the Cadbury’s ‘Match and Win’ promotion, which runs across more than 180 million Cadbury products, giving fans the chance to win club prizes, including hospitality experiences, match tickets and vouchers, as well as Cadbury prizes.

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