Cadbury's Hits The Big Six

Lona Price Jones takes a look at the change of tactics from Cadbury's since ending their Premier League association.


Having taken the decision to not renew their partnership with the Premier League, Cadbury’s have signed a number of significant partnerships over the past six months.  The latest, with Premier League champions Liverpool, suggests a switch of tactics from the confectionary giant - towards a club-based approach as opposed to a central league partnership.  This has so far been focused around the ‘Big 6’ with the deal to become the ‘Official Global Chocolate Partner’ of the Anfield club completing the set.  Manchester United were the first and only team announced pre-pandemic in February. The second team to come aboard was Tottenham, their partnership announced upon the return of the Premier League after the season was suspended. Manchester City, Chelsea, and Arsenal have all since followed.  There is an argument that moving away from a centralised league sponsorship to individual teams increases access to specific assets, namely the global reach of top clubs and the social reach of their star players. It also allows the sponsor to create a more meaningful partnership with the local community.  A common theme that runs throughout each partnership for Cadbury's is that of community and generosity. Cadbury‘s will work with local businesses, foundations and individuals in each of the clubs communities. Intertwining fan engagement tactics through their ‘Match and Win’ competitions.  Another brand to have taken a club-based approach is Monster Energy, who signed a swathe of sponsorship deals with Premier League clubs this time last year including with Brighton, Crystal Palace, Everton, Leicester, Southampton, Tottenham, and West Ham.

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