The national governing body for Rugby in Australia, Rugby Australia has announced a sponsorship extension deal with the British multinational confectionery brand, Cadbury. The deal has prolonged the brand’s role as the principal partner until the end of 2029.
This extension, which began in 2021 as a five-year arrangement, demonstrates Cadbury’s solid dedication to supporting Rugby in Australia. The association is followed by Cadbury’s recent broadening of its sponsorship of the Wallaroos.
In addition to representing a sizeable financial commitment, Cadbury’s sponsorship of Australian sports demonstrates the company’s beneficial effects on promoting and facilitating participation in sports at all levels, from amateur to professional.
Since 2022, rugby participation has increased steadily, following a positive trend of rising engagement bolstered by school and community-based initiatives.
The renewal of the Wallabies sponsorship through 2029, by Cadbury’s advocacy campaign, fully coincides with the company’s commitment to encouraging rugby growth and development.
Cadbury also announced that it will provide $50,000 in equipment grants through its Cadbury Club of the Year Award programme. The award acknowledges Rugby clubs that have a good influence on the community and are setting the standard by providing friendly, safe, and inclusive environments for their members and the larger community.
Phil Waugh, CEO of Rugby Australia, commented, “We are incredibly excited to extend our partnership with Cadbury. Cadbury’s commitment during our partnership has been instrumental in the growth of Rugby in Australia. This extended commitment will allow us to continue to invest in all areas of the game, developing our programs, supporting our players, and inspiring the next generation of rugby talent. We look forward to achieving great things together.”
Darren O’Brien, President of Mondelēz International in Australia, New Zealand and Japan and custodians of Cadbury, said, “At Cadbury, we believe in the power of generosity and we see sport as a force that unites communities and inspires future generations. Over the past decade, we have invested over $50 million into Australian sport at all levels and have witnessed increased engagement and participation across the board, particularly among women. Extending our sponsorship of the Wallabies aligns with our brand values and our commitment to promoting an active and inclusive lifestyle. We are proud to support Rugby Australia and look forward to the exciting journey, strengthening the bond between rugby and its fans while supporting the growth of the game.”
The sustained support for the Wallabies and Wallaroos as a principal partner guarantees the growth of rugby throughout men’s and women’s teams. Greater funding in grassroots programs to motivate and cultivate young talent, improved fan engagement efforts to bring supporters closer to the action and the players, and a dedication to fostering the values of community, teamwork, and resilience via the sport of rugby are some of the key highlights of the extended sponsorship.
Cadbury’s collaboration with Rugby Australia has already yielded significant results, and this extension indicates additional intriguing changes in the coming years, particularly with the forthcoming British and Irish Lions Tour next year and home Rugby World Cups in 2027 for the Wallabies and 2029 for the Wallaroos.
Cadbury and Rugby Australia are committed to providing unforgettable fan experiences and exceptional on- and off-field assistance to players.
Furthermore, fans and brand ambassadors, including Wallaby Nic White, will launch a new Cheer & A Half campaign at forthcoming Wallabies games to recognise the volunteers who give their time to community sport at over 500 local rugby clubs.