Chelsea and Cadbury extend partnership to kick off sweet new chapter of generosity

From the official Chelsea FC website:

Chelsea Football Club is excited to announce the continuation of our partnership with Cadbury, part of the Mondelēz International brand family.

Since 2020, Cadbury have been working with Chelsea to deliver generosity-focused community initiatives, driven by their shared values and belief that there is a ‘glass and a half in everyone’.

The partnership will expand and bring new opportunities to engage with Chelsea’s fan base, through the creation of delicious dual-branded snacking products and national campaigns while putting community at the heart of the partnership once more.

As well as creating a host of exciting new opportunities with fans, Cadbury and Chelsea have joined forces to support and promote greater inclusion for the deaf community across the country. This follows insights last year in the Cadbury Fingers campaign alongside their partner, the National Deaf Children’s Society, where research revealed 27 per cent of Brits said they don’t know how to approach or talk to someone who is deaf, creating barriers between deaf and hearing people and leading to missed moments of connection.

To highlight this and promote inclusivity, Cadbury and Chelsea have incorporated British Sign Language into the partnership announcement.

We’re continuing to work together with Cadbury to deliver generosity-focused community initiatives. To celebrate the partnership’s renewal, Chelsea fan Fayed gives Reece James, Christian Pulisic, Magda Eriksson and Fran Kirby a lesson in British Sign Language.

To help the nation connect and learn a little sign language, the Sign with Fingers Hub provides some of the nation’s favourite conversation topics in BSL to get going – from ‘fancy a cuppa?’ through to ‘typical British weather isn’t it?’ and ‘what a goal!’ The hub also includes links to additional resources and learning, providing information on deaf awareness and the various communications methods deaf people use.

As the partnership continues, Cadbury and Chelsea will continue to place generosity at the heart of what they do. They will look to build on the community-driven initiatives fans have become accustomed to through projects such as the Edge of the Box Club where both parties have provided support for small businesses, start-ups, and entrepreneurs by delivering much-needed skills training, knowledge and connections.

Throughout the partnership, Cadbury has also donated key advertising space to small businesses at Chelsea Women’s home ground, Kingsmeadow, promoting these local enterprises to tens of thousands of fans. The extended partnership will continue to invest in supporting fans and local businesses across various communities.

Additionally, they will continue to bring fans from all communities closer to the action. When the 2023/24 season kicks off in August, Cadbury will launch its biggest EVER ticket giveaway. Fans will have the chance to win thousands of prizes every week, including hospitality experiences, match tickets and cash prizes. 

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Tom Glick, president of business at Chelsea Football Club, said: ‘After three highly successful years as partners, we are thrilled to extend our relationship with Cadbury.

‘We are proud of the impact that our partnership has had for our fans, both locally and internationally, and we look forward to continuing this work to support small business and our community. Our commitment to amplifying community-driven initiatives starts today, with the inclusion of a Chelsea fan from our deaf community in our renewal announcement.’

Nick Rogers, sponsorship lead, Northern Europe and Mondelez International, said: ‘We’re thrilled to extend our partnership with Chelsea Football Club. We’ll bring even more exciting products and experiences to our consumers while continuing to make the game more inclusive for all fans. At Cadbury, we’re dedicated to supporting families and fans, and our shared “glass and a half” ethos with Chelsea has never been more important, as we approach our 200th birthday. In the last three years, we’ve supported over 700 businesses and 200,000 fans nationwide, donating millions of pounds worth of sponsorship assets. And we’re only just getting started!’





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