The new agreement will fulfil a common goal to help local communities and promote inclusion.
The relationship extension has been introduced with the publication of a short video chronicling the tale of Zak, a British Sign Language (BSL) steward at Tottenham Hotspur Stadium, in order to emphasize the dedication and the work being carried out at the club to promote an inclusive environment on match days.
Cadbury’s continuing “Sign with Fingers” program is designed to promote the study of British Sign Language in order to make more individuals feel included in the dialogue.
The club has built a stadium that is among the largest and most accessible stadiums in the world, featuring wheelchair-accessible bays in all stands at all levels, three altering places toilets, a sensory suite, rest seating on the concourses for ambulant disabled fans, BSL Stadium Tours, and wheelchair accessible Skywalks.
Since the partnership’s inception in 2020, the team and Cadbury have collaborated on a number of other projects, such as the Hotspur Heroes campaign, which highlights Spurs fans who go beyond what is required in support of their communities.
Cadbury and Tottenham Hotspur will strive to enhance their partnership in the future by providing additional money can’t buy experiences for supporters, as well as expanding on the Club’s diversity and inclusion goals.
Nick Rogers, Sponsorship Lead for Northern Europe at Mondelez International, said, “Cadbury are dedicated to displaying generosity and fostering inclusivity in the game, and we are proud to have incorporated British Sign Language into the partnership announcement, emphasising the importance of including everyone in the conversation. As we approach our 200th birthday, our commitment to supporting communities and fans has never been stronger. Over the past three years, we’ve made a significant impact already, and we’re only just getting started.”
Fran Jones, Partnerships Director at Tottenham Hotspur, said, “Diversity and inclusion is at the heart of everything we do – in Cadbury, we are proud to have a partner that shares our values and we look forward to developing further initiatives in support of our fans and local communities over the coming years.”
The alliance is built on generosity, and Cadbury has launched its largest-ever ticket giveaway for the upcoming season. Every week, fans will have the chance to win thousands of dollars in rewards such as hospitality experiences, match tickets, and other fantastic items.
Tottenham Hotspur have previously signed significant partnerships with AstroPay, Kiton and TUMI. So far in their Premier League campaign, the London club has secured one win and one draw. The team will next battle it out against Fulham FC on August 30.