Cadbury becomes principal partner of Rugby Australia’s women’s team with partnership expansion

Cadbury's new pact with Rugby Australia culminating with Australia's home Rugby World Cup in 2029.

The national governing body for Rugby in Australia, Rugby Australia has expanded its sponsorship agreement with the British multinational confectionery brand, Cadbury.

Following this deal, Cadbury has become the main sponsor of the women’s national team.

Under the terms of the new agreement, Cadbury will serve as the Wallaroos’ principal partner for the following six years, culminating with Australia’s home Rugby World Cup in 2029.

Owned by the American food business Mondelez International, the brand initially partnered with Rugby Australia in 2021 as the principal partner of the men’s Wallabies squad and a major partner of the Wallaroos, serving as the team’s shorts sponsor. The deal was finalised after the men’s team’s 30-year partnership with Qantas came to an end in 2020,

Cadbury has now expanded its support for the women’s squad, with its emblem prominently displayed on the front of the Wallaroos jerseys.

Rugby Australia Chief Executive Phil Waugh, said, “The 2029 Rugby World Cup promises to be an inspiring moment for the game, and to be able to enjoy the support of such a prominent brand in the lead-up to that major event is a huge boost to the Wallaroos program. This major partnership with Cadbury will be a significant factor as we strive to continue growing our financial commitment to Women’s XVs, and especially in driving greater visibility of our athletes and the team.”

Late in 2023, Cadbury also struck a partnership extension with the Australian Football League Women (AFLW). By means of this agreement, Cadbury and the AFLW have joined together to raise the profile of the league’s top players and open doors for the next generation of female athletes.

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