Food group Mondelēz International has signed a global sponsorship deal with Premier League club Chelsea in support of the Cadbury chocolate brand.
Cadbury has developed a strong presence in the Premier League since it signed as the Official Snack Partner of the Premier League in a three-year deal from 2017-18 to 2019-20.
SportBusiness understands the deal with the top-tier league will not be renewed and that the brand will now focus on club sponsorships.
In February, Mondelēz – which also owns the Oreo, Toblerone, and Milka confectionary brands – signed a multi-year deal with the Premier League’s Manchester United.
In June, it added Tottenham Hotspur to the roster – making Cadbury the club’s official snack partner. Both the United and Spurs deals include display time on stadium LED boards.
As the official chocolate partner of Chelsea, Cadbury will offer Chelsea fans unique access to the club via a series of activities over the coming seasons and will feature prominently across the club’s digital and social channels, running various promotions to engage and reward its fan base.
The first fan-focused initiative will run through Cadbury’s ‘Match and Win’ promotion. Now in its fourth year – originally attached to Cadbury’s Premier League sponsorship – the promotion will start in late August and gives fans the chance to win millions of club prizes, including hospitality experiences, match tickets and vouchers redeemable in the Chelsea FC Megastore, as well as Cadbury prizes.
The sponsorship also has a corporate social responsibility element in support of new and small businesses. Cadbury will collaborate with the club in helping entrepreneurs and small businesses by supporting the Chelsea Foundation’s ‘Edge of the Box Club’.
Samantha Greenwood, global brand director at Cadbury, said: “Start-ups and entrepreneurs are critical to the economic recovery of the country. By partnering with Chelsea FC, who have such a long-standing platform to support small and emerging businesses, we are thrilled to be able to use our privileged position to help developing businesses.”
Cadbury will initially share its expertise through three bespoke webinars about brand marketing, sales and strategy insights and analytics. Three webinar attendees will win donated pitch-side perimeter board advertising at the Chelsea Women’s home ground Kingsmeadow during the 2020-21 season.
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