A major renewal of Cadbury’s partnership with Arsenal, Liverpool and Tottenham premiership football clubs has been confirmed, as part of a decade-long sports engagement strategy, reports Neill Barston.
Notably, as the brand asserted, the move, which covers both the men’s and women’s squads, marks its largest commitment to the game, and ties in with its drive to position the company as a key driver of shared social moments.
Significantly, the move comes amid a similar deal struck this week by parent company Mondelez, as it moved to become the official snacking partner of US-based Kansas City Chiefs American football team.
As previously reported, these respective initiatives come amid wider industry moves linking major brands to key sporting teams and individuals around the world, as the power of celebrity and entertainment-linked endorsement continues to prove a major draw for confectionery companies.
**Fan engagement
**As Cadbury noted for its UK sponsorships have enabled thousands of fans given the chance to attend matches they’d never otherwise attend, and included a number of related promotions.
This has included exclusive seasonal content for Easter, Christmas, and its ‘Made to Share’ launch, delivering nationwide ticket giveaways with thousands of prizes; as well as meet-and-greet experiences with the likes of Arsenal’s Declan Rice and Leah Williamson, Chelsea star Lauren James, and Liverpool’s Virgil van Dijk, plus legends like Ian Wright.
Notably, the company explained that at Liverpool FC, it has joined in helping tackle food insecurity alongside Fans Supporting Foodbanks, including the donation of more than 12,400 protein and chocolate bars to support people in need across the region.
In addition, as the business confirmed, its partnership with Liverpool FC has also helped to raise awareness of dementia in partnership with Alzheimer’s Research UK. During the 2025-26 season, Cadbury’s flagship campaign in support of Alzheimer’s Research UK reached millions of supporters through LFC channels, generating 8.9 million impressions and 3.1 million views.
As part of this work, lifelong Reds supporter Ste, who was diagnosed with early-onset dementia in 2020, shared his story alongside club legends John Aldridge and Phil Thompson to encourage greater understanding of the disease. Cadbury also provided Alzheimer’s Research UK training for all Anfield-based staff, helping to make the club’s home a more dementia-friendly environment.
Ben Latty, chief commercial officer at Liverpool FC, said: “We are delighted to extend our partnership with Cadbury and continue the important work we have delivered together over the past six years. From raising awareness of dementia, to helping tackle food insecurity across our communities, this partnership has always been about making a positive difference. We look forward to building on that success over the next four years and continuing to support the people and communities at the heart of everything we do.”
**Gunners support**
As for Arsenal, Cadbury has reportedly delivered a range of supporter and community-focused campaigns over the course of the partnership – one of the most recognisable being Cadbury’s ‘Game Changers’ campaign.
Through the initiative, Arsenal Women’s players have shared their stories of those who played an important role in their journey to the top, while local community Game Changers have also been recognised for their impact.
Jen Kelly, who had dedicated more than a decade of coaching Islington Borough Ladies Football Club, was gifted a dedicated 10-week coaching programme to help her continue changing the game for her community and then surprised by Arsenal’s Leah Williamson.
Omar Shaikh, Global Partnerships and Ventures Director at Arsenal, welcomed the renewal of the deal.
He said: “Cadbury has become a valued part of our partner family and has played an important role in helping us create memorable experiences for supporters while celebrating the communities connected to our club.” “The strongest partnerships are built on shared values, trust and a long-term commitment to growing together. This renewal reflects the strength of our relationship and gives us the opportunity to keep creating meaningful moments for supporters over the years ahead.”
“We’re delighted to continue our work with Cadbury as we enter the next chapter of our partnership.”