Premier League clubs this season are feasting on Cadbury’s. Newly-promoted Premier League club Leeds United has signed up chocolate brand Cadbury as the club’s Official Snacking Partner. Leeds is the 6th club signed by Cadbury’s this season.
The deal with Cadbury parent Mondelēz International puts Leeds in the same company as the so-called ‘top six’ Premier League teams – Liverpool, Manchester United, Spurs, Chelsea, Manchester City and Arsenal – all have signed with Mondelēz this year.
The multiple team sponsorship strategy seems to be the flavor of the season as like Cadbury’s, brands in India are also taking the same route in the ongoing Indian Premier League (IPL 2020). Various brand like Colgate, BKT Tyre, Dream11 are sponsoring multiple teams to leverage IPL 2020.
Premier League 2020 : Cadbury’s from Central Sponsor to sponsor of 6 Premier League teams
Cadbury was formerly a central sponsor of the Premier League but chose not to extend its contract this season and diverted funds into deals with the league’s biggest clubs.
As with its most-recent club deals, Cadbury will use the Leeds sponsorship to support local businesses, community projects and charitable campaigns across the 2020-21 campaign and seasons beyond.
Cadbury has donated its pitchside advertising rights at the club’s Elland Road stadium to support the Leeds United Foundation, and will offer the branding positions to other businesses during the turbulent economic period caused by the Covid-19 pandemic.
Paul Bell, executive director at Leeds United, praised the brand’s integration with the club’s community work, as evidenced by Cadbury offering some of their inventory to support the Leeds United Foundation.
The deal also means that Leeds United will play a part in the Cadbury’s ‘Match and Win’ promotion, which runs across more than 180 million Cadbury products, giving fans the chance to win club prizes, including hospitality experiences, match tickets and vouchers, as well as Cadbury prizes.