Mondelēz International, owner of Cadbury, said the brand will be the west London side’s official chocolate partner.
Cadbury, which is based in the Midlands, will also be offering Chelsea supporters unique access to their club throughout the duration of the relationship through a series of activities that fans can look out for over the coming months and seasons.
Edge of the Box Club
More unusually, said Mondelēz, the partnership will have a particular focus on connecting with and helping entrepreneurs and small businesses through support of Chelsea’s Edge of the Box Club, across the 20-21 football season and beyond.
This unique programme in football circles helps small businesses, start-ups and entrepreneurs kick start their ventures by providing much needed skills training, knowledge and connections.
Guy Laurence, Chelsea FC CEO, said: “At Chelsea we pride ourselves on partnering with some of the world's leading companies and are therefore delighted to be announcing our new partnership with Cadbury. We look forward to working closely with Cadbury as they seek to reward and engage our global fanbase, whilst also giving back to the local community through their support of The Chelsea Foundation’s initiatives.”
Cadbury will initially share its expertise through three bespoke webinars where business owners will be able to learn about brand marketing, sales and strategy insights and analytics providing a strong foundation in key disciplines crucial to the success of their ventures, particularly against the challenging backdrop of the coronavirus pandemic
Samantha Greenwood, global brand director at Cadbury, said: “Start-ups and entrepreneurs are critical to the economic recovery of the country. By partnering with Chelsea FC who have such a long standing platform to support small and emerging businesses we are thrilled to be able to use our privileged position to help developing businesses.”
The first fan focused initiative of the partnership, running across more than 180 million Cadbury products, will be Cadbury’s Match and Win promotion, returning for its fourth year later this month.