It takes each partnership to a full decade, making this Cadbury’s biggest and longest-running commitment to the game yet.
The partnerships are built on the belief that Cadbury can unlock moments fans simply couldn’t get on their own.
Over the last six years, that’s seen thousands of fans given the chance to attend matches they’d never otherwise get to, because generosity is what brings people closer to the clubs they love.
That belief has come to life in different ways at each club, shaped by what matters most to their fans.
At Liverpool FC, it has meant tackling food insecurity alongside Fans Supporting Foodbanks, including the donation of more than 12,400 protein and chocolate bars to support people in need across the region.
Cadbury’s partnership with Liverpool FC has also helped to raise awareness of dementia in partnership with Alzheimer’s Research UK. During the 2025-26 season, Cadbury’s flagship campaign in support of Alzheimer’s Research UK reached millions of supporters through LFC channels, generating 8.9 million impressions and 3.1 million views.
Arsenal FC and Cadbury have delivered a range of supporter and community-focused campaigns over the course of the partnership – one of the most recognisable being Cadbury’s ‘Game Changers’ campaign.
Through the campaign, Arsenal Women’s players have shared their stories of those who played an important role in their journey to the top, while local community Game Changers have also been recognised for their impact.
At Tottenham Hotspur FC, the partnership’s ‘Hotspur Heroes’ series has helped to shine a light on Spurs fans who go the extra mile in support of their communities.
Most recently, the club and Cadbury have surprised one of Spurs’ most committed fans with a private training ground tour with club legend, Ledley King.
Across all three partnerships, Cadbury has delivered some of its biggest-ever fan campaigns – exclusive player content around Easter, Christmas, and the ‘Made to Share’ launch; nationwide ticket giveaways with thousands of prizes; and money-can’t-buy experiences with players like Declan Rice, Leah Williamson, Lauren James, and Virgil van Dijk, plus legends like Ian Wright. Together, they’ve given supporters unmatched access to their clubs.
The extended partnerships will see Cadbury continue to invest in initiatives that reflect the values of each fanbase, while expanding its commitment across the men’s and women’s game at all three clubs through to the end of the 2029/30 season.