Sheffield United Football Club and Mondelēz International Announce New Partnership

Sheffield United FC are delighted to announce today a global partnership with Mondelēz International, owner of Cadbury. This agreement will see the UK’s favourite chocolate brand, becoming the club’s ‘Official Snacking Partner’

The partnership will focus on helping local business, with Cadbury donating their media assets, whilst also offering money can’t buy experiences for fans,

and ticketing giveaways across the 20/21 season and beyond. Thanks to Cadbury’s partnership with the club, local business owners will have the opportunity to apply online to advertise their brand through Sheffield United channels and more. Cadbury are keen to help the wider Blades family where possible, during these tough times.

This exciting new partnership will also give support to the club’s Community Foundation. Cadbury will help provide care packages to thousands of locals across South Yorkshire with the clubs exciting new ‘Care Package Initiative’.

Cadbury is proud to build on its partnership with Sheffield United Football Club, given its rich history in the area. Owners of Cadbury, Mondelez International has had a manufacturing plant in Sheffield since 1842, where it makes iconic brands including Liquorice Allsorts, Jelly Babies and Trebor Mints. By coming together in this way, the partnership deal celebrates the similarities and shared values of the two brands - bringing people together, creating and sharing moments of happiness, as well as celebrating and supporting local communities.

Paul Reeves, Head of Commercial said: “We are enormously proud to welcome Cadbury as a partner for the next three seasons. The synergies between our football club and Cadbury are apparent for all to see, with this partnership allowing one of the countries’ most loved brands to offer unparalleled access to our club”.

Chris Bailey, Head of Sheffield United Community Foundation added “In the current climate, we are grateful to Cadbury for working with us on these fantastic initiatives. People now more than ever need our support and we are very much looking forward to delivering this programme to our local community in partnership with Cadbury”.

Colin O’Toole, Associate Director of Marketing of Cadbury Equity added: “We are very proud to be working with a club so close to our hearts, given we have had roots in the community since 1842. We are committed to working closely with the club’s foundation and help amplify the clubs current work in the community during this tough time. Our actions will help demonstrate the Cadbury mentality of working together to help others, and we can’t wait to get started immediately”.

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 and biggest ever year in late August. Fans have the chance to win millions of club prizes, including hospitality experiences, match tickets and vouchers, as well as Cadbury prizes. Check out https://www.cadburyfc.com/ for more information.


About Cadbury
For nearly 200 years, since John Cadbury opened a grocer’s shop in Birmingham in 1824, Cadbury has been the nation’s favourite chocolate bar. Recently voted Brand of the Year 2019*, Cadbury has a wide range of well- loved delicious chocolate that reminds the nation that there is a ‘Glass and a Half’ of generosity in everyone. The brand’s success is built upon its deep understanding of customers, shoppers and the category, ensuring it continues to evolve to remain relevant. The health and wellbeing of consumers is hugely important and so through BeTreatwise aims to remind people that treats are special, to be enjoyed in moderation as part of a balanced lifestyle. Portion control and consumer education, through on pack labelling, have a huge part to play in Cadbury’s strategy to ‘inspire mindful snacking’. The brand recently announced its plans to bring all Cadbury products predominantly purchased by parents for children, under 100 calories. As well as this, reduced sugar innovations such as Cadbury Dairy Milk 30% Less help consumers manage their sugar intake. 100% of the cocoa in Cadbury’s chocolate is sustainably sourced through the company’s industry leading Cocoa Life programme, which supports sustainable cocoa farming. This helps secure a positive future for farmers, their families and their communities.