Cadbury after sponsorships with 19 clubs: “A lot of things shifted last year. How we approach business is changing”

1 March 2021

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Photo: Alamy “...(our) club-led approach was decided long before the pandemic but has become even more important since March - we know communities are built around their club fan bases, and even quite literally around their stadiums," says Colin O’Toole, Associate Director of Marketing of Cadbury Equity. Cadbury have implemented a society-driven approach in their marketing.

Colin O’Toole, associate director of marketing of Cadbury Equity, explains in an exclusive interview how they have changed their mindset towards the football industry.

In the last 14 months, Cadbury has agreed sponsorships with 19 clubs based in the UK, including the ‘big six’ and teams in the lower leagues.

Cadbury are currently in the final year of their three-year partnership with the Premier League with no plans to renegotiate the current deal.

They started in 2017, signing a deal with the Premier League. That success led to further investments all over Europe.

Cadbury have implemented a society-driven approach in their marketing – seeing them team up with the likes of Notts County for The National League Play-Off final.

Since 1824, Cadbury has been the name on the tip of consumer’s tongues as the most decorated global sweet brand.

The combination of chocolate and football is enough to tantalize the taste buds of any fan so Cadbury’s incentive in bringing communities together through the beautiful game is a no-brainer.

For this reason, Cadbury have decided to broaden their horizons, appealing not just to supporters of England’s top-flight clubs but delving deeper into the hearts of match-going fanbases that demonstrate what it means to cheer on a team further down the divisions.

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