Cadbury, producers of household products like Bournvita, a popular brand in Nigeria, has teamed up with the English Premier League as their official sponsor starting from next season after the two parties signed a three-year contract on Tuesday.
The British multinational confectionery company wholly owned by Mondelez International will sponsor the Premier League’s Golden Boot and Golden Glove awards as part of a new partnership with the chocolate and confectionery brand.
Cadbury’s agreement will not see them become title sponsors, with the Premier League preferring to now hold a portfolio of sponsors after their previous title-name deal with Barclays ran down last year.
Included in the partnership with Cadbury is a commitment to expand the Premier League’s initiatives to promote healthy lifestyles to schoolchildren.
Cadbury brand director Francesco Vitrano reiterated the brand’s commitment while speaking at the official contract signing: “This is an incredibly exciting chance to bring together the Cadbury brand with the unmistakable Premier League brand, and a chance to be part of moments such as the Golden Boot and Golden Glove awards, and we can’t wait to start this journey with the Premier League.”
EPL managing director Richard Masters added: “We are very pleased to be entering into a new partnership with Cadbury – one of the country’s most iconic and well-known brands.
“Cadbury’s popularity across the world, and our shared focus on delivering moments of joy, make this a great fit for the Premier League and we are thrilled they have chosen to work with us in what is their first ever partnership in football.”
Already on the Premier League’s hit list is EA Sports as lead partner, Barclays as official bank, Carling as official beer, Nike as official ball and TAGHeuer as the official timekeeper.