European Sponsorship Association

Cadbury is deepening its love of football. The iconic brand has confirmed fresh four-year extensions with three Premier League giants — Arsenal FC, Liverpool FC, and Tottenham Hotspur FC — covering both the men’s and women’s sides at all three clubs. It takes each partnership to a full decade, making this Cadbury’s biggest and longest-running commitment to the game yet.

The three renewals bring together a decade of shared history across some of English football’s biggest clubs, connected by one idea: only Cadbury gets fans there.

Whether it’s a money-can’t-buy matchday experience, an act of recognition for community heroes, or a small gesture that makes a stadium feel a little more like home, 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.

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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. As part of this work, lifelong Reds supporter Ste, who was diagnosed with early-onset dementia in 2020, shared his story alongside club legends John Aldridge and Phil Thompson to encourage greater understanding of the disease. Cadbury also provided Alzheimer’s Research UK training for all Anfield-based staff, helping to make the club’s home a more dementia-friendly environment.

Ben Latty, chief commercial officer at Liverpool FC, said: “We are delighted to extend our partnership with Cadbury and continue the important work we have delivered together over the past six years. From raising awareness of dementia, to helping tackle food insecurity across our communities, this partnership has always been about making a positive difference. We look forward to building on that success over the next four years and continuing to support the people and communities at the heart of everything we do.”

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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.

Jen Kelly, who had dedicated more than a decade of coaching Islington Borough Ladies Football Club, was gifted a dedicated 10-week coaching programme to help her continue changing the game for her community and then surprised by Arsenal’s Leah Williamson.

Omar Shaikh, Global Partnerships and Ventures Director at Arsenal, said: “Cadbury has become a valued part of our partner family and has played an important role in helping us create memorable experiences for supporters while celebrating the communities connected to our club.

“The strongest partnerships are built on shared values, trust and a long-term commitment to growing together. This renewal reflects the strength of our relationship and gives us the opportunity to keep creating meaningful moments for supporters over the years ahead.

“We’re delighted to continue our work with Cadbury as we enter the next chapter of our partnership.”

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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. The recipient, Lyn Silver-Markell, has followed the club for over 72 years, witnessing over 1,500 home games in that time. They also provided a special coaching session with former Spurs Women’s Captain, Jenna Schillaci, for Sara, who has dedicated countless hours to her local community, by heading up Women’s and Girls Football Development.

Ryan Norys, Chief Revenue Officer at Tottenham Hotspur, said: “We’re thrilled to be extending our partnership with Cadbury, continuing to profile supporter stories and provide rewards through exclusive experiences. Since the partnership began, Cadbury and Spurs have shared a commitment to recognising those who dedicate so much to the Club, and we’re proud to continue working together to bring that shared purpose to life.”

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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.

Louise Page, Cadbury Partnerships & Owned Channel Lead, said: “Football’s power to bring people together is unrivalled and these partnerships let us do what Cadbury does best: create moments of happiness for fans. Our football partnerships have gone from strength to strength since launching in 2017, highlighting the people and communities that make the beautiful game so special. This next chapter will extend that celebration by supporting both men’s and women’s teams at Arsenal, Liverpool and Tottenham Hotspur as we commit to championing local communities and creating unforgettable experiences for fans, as only Cadbury can.”

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About the Cadbury Football Partnerships

Cadbury is Official Chocolate Partner to Liverpool FC, Arsenal FC and Tottenham Hotspur FC, offering fans of all three clubs unique access across the men’s and women’s teams through a series of activities running through to the end of the 2029/30 season. Each partnership celebrates the shared values of Cadbury and the club — bringing people together, creating and sharing moments of happiness, as well as celebrating and supporting local communities.

About Cadbury

For over 200 years, since John Cadbury opened a grocer’s shop in Birmingham in 1824, Cadbury has been the nation’s favourite chocolate bar. Recently voted The Grocer’s Britain’s Biggest Brand 2025, Cadbury has a wide range of well-loved delicious chocolate that reminds the nation that there is a ‘Glass and a Half’ of generosity in everyone. The brand’s success is built upon its deep understanding of customers, shoppers and the category, ensuring it continues to evolve to remain relevant. The health and wellbeing of its customers is hugely important and so Cadbury helps run Be Treatwise, to remind people that treats are special, to be enjoyed in moderation as part of a balanced lifestyle. Portion control and consumer education, through on pack labelling, have a huge part to play in Cadbury’s strategy to ‘inspire mindful snacking’. The brand recently announced a programme to bring all Cadbury standard chocolate products predominantly purchased for consumption by children, under 100 calories. Cadbury supports sustainably sourced cocoa through Mondelēz International’s Cocoa Life programme, which helps to support cocoa farmers, communities and landscapes. Cocoa Life aims to bring dynamic change to communities and landscapes where cocoa grows before becoming chocolate for the snacks our consumers love. For more information visit www.cadbury.co.uk

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