Mondelēz International, the owner of Cadbury, announced a global partnership between Cadbury and newly-promoted Premier League club, Leeds United Football Club. The UK’s favorite chocolate brand will become Leeds United’s Official Snacking Partner.
Similar to Cadbury’s deals with other clubs, the partnership with Leeds will also support local businesses, community projects, and charitable campaigns across the 2020-21 campaign and seasons beyond.
Cadbury has donated its pitch-side advertising rights at the club’s Elland Road stadium to support the Leeds United Foundation. It will also offer the branding positions to other businesses during the challenging economic period created by the Covid-19 pandemic.
The deal also means that Leeds United will play a part in the Cadbury’s Match and Winpromotion that 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.
The deal with Cadbury parent Mondelez 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 have also signed deals with Mondelez this year.
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 clubs in England.
The multiple team sponsorship strategy seems to be the trend of the season as brands in India are also taking the same route in the ongoing Indian Premier League (IPL 2020). Various brands such as Colgate, BKT Tyre, Dream11 are sponsoring multiple teams to leverage IPL 2020.