Mondelēz International, owner of the Cadbury chocolate brand, has signed a regional deal with Premier League outfit Manchester City as the club’s ‘Official Snacking Partner’.
The deal cover territories in the UK, the Republic of Ireland, China, the US, India, Australia, New Zealand, Malaysia, Brazil and the UAE.
As SportBusiness revealed last week, the Cadbury brand will not be renewing its central sponsorship with the Premier League next season, with Mondelēz preferring to pursue a club-based strategy. Deals have been completed with Manchester United, Spurs, Chelsea and now City.
Mondelēz said the initial focus of the City collaboration will be to celebrate individuals and organisations who have gone above and beyond to support their communities as they continue to tackle the Covid-19 pandemic.
Cadbury will present the club’s ‘Cityzen of the Month’ award where fans from around the world will be able to nominate the people, community initiatives and local businesses they’d like to recognise for their acts of kindness, generosity and support.
Commenting on the initiative, Samantha Greenwood, global brand director at Cadbury, said: “Manchester City’s fanbase and the Cityzens network enables us to shine a light on the incredible work that these individuals and businesses have been doing, and we hope boost the contribution each plays on our journey to recovery from the pandemic.”
Cadbury will also be offering Manchester City fans unique access to their club from this month via Cadbury’s ‘Match and Win’ promotion, running across more than 180 million Cadbury products.
Fans will have the chance to win millions of club prizes, including hospitality experiences, match tickets and vouchers redeemable in the CityStore, as well as Cadbury prizes.
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.
Earlier this month, Mondelēz added a global sponsorship deal with Chelsea, also in support of the Cadbury brand.