Mondelēz International and UK Premier League football club Manchester United have entered into a global partnership to ‘create dual-branded products as well as interactive and engaging campaigns’ for the two organizations’ global fan base.
Colin O’Toole, associate marketing director at Mondelēz, whose brands include Cadbury, Oreo, Toblerone, Milka and belVita, said: “We’re extremely proud to announce Mondelēz’s partnership with Manchester United. As a global company with a presence in many different markets, our alliance with one of the most recognisable sports teams in the world will give us the ability to differentiate us from competitors by offering our consumers added value through engaging products and experiences.”
The partnership kicked off with United’s game against Watford at the weekend, with activity to support Cadbury’s ‘Donate Your Words’ campaign, an initiative to highlight the issue of loneliness amongst the older generation.
Cadbury is already one of the sponsors of the Premier League but this is its first partnership with one of its clubs. Manchester United will support further activities in the campaign and supporters are urged to chat to older fellow fans on the terraces.
Richard Arnold, Manchester United’s group managing director, said: "Whether it’s Cadbury, Ritz, Oreo, or one of its many other brands, Mondelēz’s products are renowned around the world. This global partnership will assist Mondelēz with its expansion into key markets whilst deepening the affinity their customers have for their products. For Manchester United, the partnership enables us to bring Mondelēz’s popular products to our fans and enhances our ability to continue investing on the pitch.”