Cadbury has confirmed fresh four-year extensions with three Premier League giants - Arsenal, Liverpool and Tottenham Hotspur FC - covering both the men’s and women’s sides at all three clubs.
The move takes each partnership to a full decade, making this Cadbury’s biggest and longest-running commitment to the game yet.
Whether it’s a money-can’t-buy matchday experience, an act of recognition for community heroes or a small gesture that makes a stadium feel a little more like home, the partnerships are built on the belief Cadbury can unlock the moments fans simply couldn’t get on their own.
Over the last six years, the initiative has seen thousands of fans given the chance to attend matches they’d never otherwise get to, because generosity is what brings people closer to the clubs they love.
Liverpool FC
At Liverpool FC, it’s meant tackling food insecurity alongside Fans Supporting Foodbanks, including a donation of more than 12,400 protein and chocolate bars to support people in need across the region.
Cadbury’s Liverpool partnership has also helped raise awareness of dementia, in partnership with Alzheimer’s Research UK. Ben Latty, chief commercial officer at Liverpool FC, said: “We’re delighted to extend our partnership with Cadbury and continue the important work we’ve 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.
Arsenal FC
Meanwhile, Arsenal FC and Cadbury have delivered a range of supporter and community-focused campaigns over the partnership - one of the most recognisable being Cadbury’s Game Changers campaign.
Omar Shaikh, global partnerships and ventures director at Arsenal, 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.”
Tottenham Hotspur FC
Finally, at Tottenham Hotspur FC, the partnership’s Hotspur Heroes series has helped to shine a light on Spurs fans who go the extra mile in support of their communities. Most recently, the club and supplier have surprised one of Spurs’ most committed fans with a private training ground tour with club legend, Ledley King.
Ryan Norys, chief revenue officer at Tottenham Hotspur, said: “We’re thrilled to be extending our partnership with Cadbury, continuing to profile supporter stories and provide rewards through exclusive experiences.
”Since the partnership began, Cadbury and Spurs have shared a commitment to recognising those who dedicate so much to the Club, and we’re proud to continue working together to bring that shared purpose to life.”
The extended partnerships will see Cadbury continue to invest in initiatives that reflect the values of each fanbase, while expanding its commitment across the men’s and women’s game at all three clubs through to the end of the 2029/30 season.
Louise Page, Cadbury partnerships and owned channel lead, said: “Football’s power to bring people together is unrivalled and these partnerships let us do what Cadbury does best - create moments of happiness for fans.
“Our football partnerships have gone from strength to strength since 2017, highlighting the people and communities that make the beautiful game so special.”
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