Due to their similar beliefs and conviction that everyone has a “glass and a half,” Cadbury and other Mondelez International brands have been working with Manchester United to provide generosity-focused community programmes since 2020.
Through the development of delectable dual-branded snack foods and national advertising, the collaboration will grow and open up new avenues for connecting with Manchester United’s global fan base, while once again putting the community at its core.
As the partnership develops, Cadbury and Manchester United will continue to put kindness at the centre of it and establish some of the charitable programmes that supporters have grown accustomed to, like “Give A Doubt,” which addresses self-doubt among British youth, and “Donate Your Words,” which helped to combat elder loneliness.
Both companies will also keep bringing fans 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, including cash, match tickets, and hospitality opportunities, will be up for grabs for fans.
Victoria Timpson, Manchester United CEO of Alliances and Partnerships, said, “We are delighted to be extending our relationship with Mondelēz International and the opportunity to build on what we have achieved with our partnership so far. Both Cadbury and Manchester United take pride in supporting local communities. Cadbury recognises the ability football has in uniting fans for a common cause and we look forward to once again utilising the partnership to amplify important community campaigns.”
Nick Rogers, Sponsorship Lead, Northern Europe and Mondelēz International, said, “We’re thrilled to extend our partnership with the legendary Manchester United. 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, as we approach our 200th birthday, our shared ‘glass and a half’ ethos with Manchester United has never been more important. 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!”