Contract details
Start date:
End date:
Status:
2017
2020
Official partner
Leagues and Tournaments:
Cadbury and the Premier League: A Strategic Three-Year Partnership
On January 24, 2017, the Premier League announced a three-year sponsorship agreement with Cadbury, one of the world’s most recognized confectionery brands. The partnership officially began with the 2017/18 season, aligning two iconic names in British culture.
Guess who's going to be partnering with @premierleague next season? #FreeTheJoy pic.twitter.com/ls7xibI1YX
— Cadbury UK (@CadburyUK) January 24, 2017
For Cadbury, this collaboration marked a significant expansion into sports sponsorship, building on its history of high-profile partnerships, including its role as an official sponsor of the London 2012 Olympic Games. The Premier League deal provided Cadbury with a new platform to engage with millions of football fans and enhance brand visibility across a global audience.
Key Aspects of the Partnership
Branding and Commercial Rights
As an official partner of the Premier League, Cadbury gained exclusive marketing rights associated with major player milestones, including the prestigious Golden Boot and Golden Glove awards. The brand also received extensive in-stadium branding, digital promotions, and player-related marketing campaigns, increasing engagement with football fans.
Community and CSR Initiatives
Beyond branding, Cadbury and the Premier League collaborated on community-driven initiatives, including Health for Life, a program focused on promoting healthy lifestyles among young people. The initiative expanded to schools nationwide, incorporating tailored educational sessions on nutrition, exercise, and well-being.
Impact and Brand Activation
The partnership allowed Cadbury to strengthen its connection with football audiences while reinforcing its brand message of bringing joy to people. Through in-store promotions, interactive campaigns, and football-themed products, Cadbury successfully leveraged the Premier League’s global reach to enhance its market presence.
Although the three-year contract concluded after the 2019/20 season, the collaboration remains a notable case study in sports marketing, highlighting how brands outside traditional sports industries can effectively integrate into football sponsorships.
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