Premier League club Arsenal has become the latest of the so-called ‘top six’ English clubs to make Cadbury, the Mondelēz International-owned chocolate brand, its official snacking partner. The deal with the FA Cup winners follows similar snacking partner agreements made by Mondelēz with Manchester United, Tottenham Hotspurs, Chelsea and Manchester City.
This global partnership will concentrate its initial attention on local business and a popular destination for hungry fans on matchday, the Little Wonder Cafe.
Located opposite Emirates Stadium on Hornsey Road, the cafe was forced to temporarily close for the first time in its 100-year history during lockdown and has been struggling due to the loss of matchday and local custom.
To support the cafe, Cadbury has bought 500 Little Wonder meal vouchers that will be donated to Arsenal in the Community. Arsenal in the Community will use the vouchers to reward workers for their tireless support locally during lockdown and for participants who benefit from the wide range of programmes the club offers.
Cadbury will donate digital sponsorship assets from the partnership to the Little Wonder Cafe next season, which will include promotion in email newsletters, digital advertising and matchday programmes. The first 500 customers to eat at the cafe following this announcement will also receive a complimentary Arsenal branded bar of Cadbury Dairy Milk.
The partnership was launched by Arsenal legend Ian Wright when he surprised Samir Singh from Arsenal in the Community in the Little Wonder Cafe.
Murat Eric, joint-owner of the Little Wonder Cafe, said: “This generous donation means a lot to us. From a business perspective, it will bring more people to the cafe, whether a local coming in or new visitors that may become regulars. From an advertising side, we haven’t been able to do anything like this in the past, so a big thank you to Cadbury and Arsenal. This makes us feel a lot more confident about our future.”
Arsenal commercial director, Peter Silverstone, said: “We are so pleased to launch our partnership with Cadbury by supporting the Little Wonder Cafe. Cadbury and Arsenal are both rooted in supporting and nurturing the community, and it’s brilliant we can use our partnership to help a local Islington business get back on its feet. We are excited to carry forward the community spirit of giving back as we look to do things differently throughout our partnership together.”
Samantha Greenwood, global brand director at Cadbury, added: “This partnership marks the coming together of three businesses that believe in generosity and the difference we can make together.
“We are excited that through our sponsorship of Arsenal Football Club, we can make such a difference to the Little Wonder Cafe, and all together, the Islington area. Small businesses play a pivotal cultural and economic role in the recovery of local communities, and the UK as a whole, so we are proud to do our part in supporting them.”
In addition to supporting the Little Wonder Cafe, fans will be able to enjoy Cadbury products inside Emirates Stadium once it is safe to return. Cadbury will also be offering Arsenal fans unique access to their club through promotions such as Cadbury’s Match & Win.
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 Armoury and our online store.