Mondelēz inks deal with third Premier League club for Cadbury

Mondelēz International has announced a global partnership with Arsenal Football Club making Cadbury the official snack partner of the FA Cup winner.

This is the third such deal the snack giant has secured for Cadbury this month, following partnerships with Chelsea and Manchester City.

As with the earlier deals, the partnership with Arsenal will also see the brand celebrating worthy causes, individuals and businesses that have gone above and beyond during the COVID-19 pandemic to help those around them and deserve recognition.

Cadbury and Arsenal will concentrate their initial attention on Arsenal fan favourite and local landmark, the Little Wonder Café, which was forced to close its doors to customers for the first time in its 100-year history during lockdown.

Owners Murat and Ferhat Eric transformed the cafe as a vital hub for the club’s Arsenal in the Community workers, who have continued their initiatives to support local north London residents throughout the pandemic.

Cadbury will be donating 500 meal vouchers to the Little Wonder Café to help sustain this continued support of the club’s community workers.

With the loss of match day and local custom – customer numbers are down by 85 per cent – the cafe has been struggling for financial survival since reopening. Cadbury will donate digital advertising opportunities from the club partnership to the Little Wonder Café, including email newsletters, digital advertising and match day programmes, to support the business.

Murat Eric, joint-owner of the Little Wonder Cafe, said: “This generous donation means a lot to us. From a business perspective, it will bring more people to the cafe, whether a local coming in or new visitors that may become regulars. From an advertising side, we haven’t been able to do anything like this in the past, so a big thank you to Cadbury and Arsenal. This makes us feel a lot more confident about our future.”

Rewarding the fans, Cadbury will also give the first 500 customers to eat at the cafe following the sponsorship announcement bespoke Arsenal branded bars of Cadbury Dairy Milk, on a first come first served basis.

Samantha Greenwood, global brand director at Cadbury, added: “This partnership marks the coming together of three businesses that believe in generosity and the difference we can make together. We are excited that through our sponsorship of Arsenal Football Club, we can make such a difference to the Little Wonder Cafe, and all together, the Islington area.

“Small businesses play a pivotal cultural and economic role in the recovery of local communities, and the UK as a whole, so we are proud to do our part in supporting them.”

In addition to supporting the cafe, Cadbury will also be offering Arsenal fans unique access to their club throughout the duration of the relationship through a series of activities.

The first such promotion will be Cadbury’s Match and Win promotion, returning for its fourth and biggest year in late August, running across more than 180 million Cadbury products. Fans will have the chance to win millions of club prizes, including hospitality experiences, match tickets and vouchers redeemable in the club’s Armoury and Online Store, as well as Cadbury prizes.

As part of the Chelsea deal, Cadbury will support the club’s Edge of the Box Club initiative that helps small businesses, start-ups and entrepreneurs kick start their ventures by providing skills training, knowledge and connections.

The collaboration between Cadbury and Manchester City will give the Cityzens, the club’s network of global supporters, a platform to nominate the people, community initiatives and local businesses they’d like to recognise for their acts of kindness, generosity and support of those around them, over the course of the upcoming 2020-21 season.