Cadbury named Premier League sponsor in three-year deal

Cadbury named Premier League sponsor in three-year deal / Premier League

Cadbury has signed a three-year deal to sponsor the Premier League which will kick off at the start of the forthcoming season.

The confectionery brand's partnership with the tournament will be centrered around the "moments of joy" the duo deliver to fans and customers.

Cadbury will be joining a growing portfolio of global Premier League partners such as Tag Heuer and will enjoy a range of rights relating to player milestones including the Premier League's Golden Boot and Golden Glove awards.

The pair will also deliver a bespoke element of the league's existing community programme Health for Life which is focused on changing the lifestyles of 60,000 school children across the UK. Both brands will work together to create tailored sessions focused on healthy choices, expanding the scheme's reach to inspire young people in schools across the country.

Richard Masters managing director of the Premier League said: "Cadbury's popularity across the world, and our shared focus on delivering moments of joy, make this a great fit for the Premier League and we are thrilled they have chosen to work with us in what is their first ever partnership in football.

"We are really looking forward to working with Cadbury to celebrate the excitement of the competition, and on the plans we have to jointly grow and enhance their Health for Life project as part of the Premier League’s wide-ranging community work."

The agreement follows on from Cadbury's sponsorship of the London 2012 Olympics, with Francesco Vitrano, brand director for the chocolate giant, saying it would also offer up "an incredibly exciting chance" to be part of moments such as the Golden Boot and Golden Glove awards.

"We can't wait to start this journey with the Premier League," he finished.

The League unveiled a clean new brand strategy at the start of last year, marking a shift towards a sponsorship blueprint that was more dependent on the commercial clout of its clubs to swell its own value beyond TV.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.