Confectionery brand Cadbury has renewed its sponsorship of English top-tier soccer team Manchester United.
Through the extension, agreed with the brand's owner Mondelēz International and announced yesterday (March 13), Cadbury will continue to be designated an official partner of the club, as it has been since 2020 when the relationship began.
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It will see the expansion of activities between the two, including the creation of dual-branded snack products and national campaigns.
The two will also continue to work on community and charitable initiatives together, with fans able to win hospitality experiences, match tickets, and cash prizes.
Manchester United were not the only Premier League team to have been brought on board by Cadbury in 2020, with Chelsea, Man City, Liverpool, and Leeds also having struck deals. The brand had previously sponsored the league itself.
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More recently, it became the principal partner of Australia’s men’s rugby union national team and renewed its sponsorship of the Australia women's national soccer team.
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By GlobalDataManchester United, meanwhile, are seeking a new front-of-shirt sponsor after agreeing to end their agreement with global technology firm TeamViewer three years early.
Victoria Timpson, chief executive of alliances and partnerships at Manchester United, said: “We are delighted to be extending our relationship with Mondelēz International and the opportunity to build on what we have achieved with our partnership so far.
“Both Cadbury and Manchester United take pride in supporting local communities. Cadbury recognizes the ability football has in uniting fans for a common cause and we look forward to once again utilizing the partnership to amplify important community campaigns.”
Nick Rogers, sponsorship lead for Northern Europe at Mondelēz International, added: “We're thrilled to extend our partnership with the legendary Manchester United. 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.”
