August 18 – Cadbury has taken the unusual step of renewing partnerships with both sides of the north London divide on the same day, signing four-year extensions with Arsenal and Tottenham Hotspur that will take both relationships through to the end of the 2029/30 season.
The timing catches the clubs at very different points with Arsenal entering the new campaign as Premier League champions, and Tottenham are trying to rebuild after a disastrous 17th-place league finish last season.
Omar Shaikh, Arsenal’s Global Partnerships and Ventures Director, said the extension reflected “the strength of our relationship” and would allow the two organisations to continue building supporter-focused campaigns over the next four seasons.
At Spurs, Cadbury’s partnership also dates back to 2020. Chief Revenue Officer Ryan Norys said: “We’re thrilled to be extending our partnership with Cadbury, continuing to profile supporter stories and provide rewards through exclusive experiences.”
The two renewals underline the breadth of Cadbury’s football sponsorship strategy. Rather than picking a side in north London, the brand has decided there is commercial value in having a foot in both camps.
That might not win it many arguments on derby day, but from a sponsorship perspective the coverage is hard to fault.
Contact the writer of this story, Harry Ewing, at [email protected]