Cadbury Premier League deal and confectionery collaborations – overview
- Cadbury renews Arsenal, Liverpool and Tottenham partnerships for four years
- Partnerships offer fans unique access to the clubs
- Initiatives will recognise local heroes and help tackle community issues
- Deal reflects growing demand for experiential confectionery marketing collaborations
- Brands increasingly use partnerships to boost engagement and loyalty
Cadbury is continuing to ride the collaboration wave.
Hot on the heels of its partnership with MCoBeauty, the confectionery giant has announced it’s teaming up with Arsenal FC, Liverpool FC, and Tottenham Hotspur FC to offer fans “unique access”.
But it’s not just about the fan experience. Each partnership aims to support the local community by recognising those who go the extra mile to help others, and tackling serious issues such as food insecurity.
The new, four-year deals build on existing relationships between the chocolate maker and the Premier League heavyweights.
And, while the financial details of the deals have not been disclosed, they signal Cadbury’s confidence in the value of football partnerships as a platform for building emotional connections with consumers beyond traditional advertising.
“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,” says Louise Page, Cadbury partnerships and owned channel lead.
Experiential collaborations
Cadbury’s latest move comes amid a wave of collaboration-led marketing campaigns designed to cut through an increasingly crowded marketplace and create memorable consumer experiences.
In the last few months alone, we’ve seen the launch of Ferrero’s FIFA World Cup campaign, Nestlé’s KitKat and Formula 1 collaboration, and M&M’s Love Island experience.
Then there are the brand collaborations sweeping the aisles, with Reese’s x Oreo, Aero x Milkybar, Flipz x Dunkin’, and Ritter Sport x Haribo all joining forces in the last year alone.
And as competition heats up, campaigns like these are likely to become a staple of the confectionery playbook, with brands racing to create the next must-talk-about link-up.
