The Premier League club, Chelsea FC have inked a sponsorship extension with the chocolate manufacturing company, Cadbury. Since 2020, Cadbury and Chelsea have collaborated to create community programmes that emphasise generosity. This collaboration is motivated by their common values and the conviction that everyone has a “glass and a half” in them.
Through the development of tasty dual-branded snack products and nationwide marketing, the collaboration will grow and present new chances to interact with Chelsea’s fan base while once again placing the community at its core.
Cadbury and Chelsea have teamed up to encourage and promote greater inclusion for the deaf community throughout the nation in addition to generating a variety of exciting growth possibilities with fans. Insights from the Cadbury Fingers campaign last year with their partner, the National Deaf Children’s Society, revealed that 27% of Britons lack the confidence to approach or converse with a deaf person, erecting barriers between deaf and hearing people and resulting in missed opportunities for connection.
Cadbury and Chelsea have included British Sign Language (BSL) in the partnership announcement to draw attention to the initiative and to encourage diversity.
The Sign with Fingers Hub offers some of the country’s favourite BSL conversation starters, such as “want a cuppa?” “typical British weather isn’t it?” and “what a goal!” to help people interact and learn the language. The hub also contains links to other learning opportunities and resources that provide details on deaf awareness and the many forms of communication used by deaf people.
Cadbury and Chelsea will keep putting charity at the centre of their work as their cooperation grows. The two parties involved will seek to build on the fan-favourite community-driven programmes through programs like the Edge of the Box Club, where both parties have supported startups, small businesses, and entrepreneurs by providing crucial connections, knowledge, and skill-building opportunities.
Cadbury has also given small companies at Chelsea Women’s home stadium, Kingsmeadow, valuable advertising space throughout the agreement, promoting these regional businesses to tens of thousands of fans. The expanded alliance will keep making investments to promote local companies and fans in numerous communities.
In addition, they’ll keep bringing spectators from all backgrounds closer to the action. Cadbury will begin its largest-ever ticket giveaway when the 2023–24 season begins in August. Every week, thousands of rewards, such as cash, match tickets, and hospitality opportunities, will be up for grabs for fans.
Tom Glick, President of Business at Chelsea Football Club, said, “After three highly successful years as partners, we are thrilled to extend our relationship with Cadbury. We are proud of the impact that our partnership has had for our fans, both locally and internationally, and we look forward to continuing this work to support small business and our community. Our commitment to amplifying community-driven initiatives starts today, with the inclusion of a Chelsea fan from our deaf community in our renewal announcement.”
Nick Rogers, Sponsorship Lead, Northern Europe and Mondelez International, said, “We’re thrilled to extend our partnership with Chelsea Football Club. We’ll bring even more exciting products and experiences to our consumers while continuing to make the game more inclusive for all fans. At Cadbury, we’re dedicated to supporting families and fans, and our shared “glass and a half” ethos with Chelsea has never been more important, as we approach our 200th birthday. In the last three years, we’ve supported over 700 businesses and 200,000 fans nationwide, donating millions of pounds worth of sponsorship assets. And we’re only just getting started!”