Sweet deal: Cadbury renews with Liverpool for another three years

June 20 – Liverpool and confectionary brand Cadbury, part of the Mondelez group, have extended their sponsorship partnership that began in 2020 for a further three years.

Cadbury said that with the start of the 2023/24 season it will launch its biggest ever ticket giveaway, giving fans the chance to win thousands of prizes every week, including hospitality experiences, match tickets, and cash prizes.

The club said that the promotion will continue to build on the past three years by providing “bigger and better experiences for fans ahead of Cadbury’s 200th birthday celebrations in 2024.”

Activation will also focus on  the Liverpool FC Works Programme with the aim of helping more young people from the Liverpool City Region into the workplace.

In 2020 the partnership launched with Cadbury creating a limited-edition Liverpool FC Champions Dairy Milk bar, which raised £25,000 to launch the Liverpool FC Virtual Employability Programme initiative. Cadbury employees also volunteered as mentors on the Official Liverpool FC Works Programme, providing real-world business knowledge and advice.

Ben Latty, commercial director at Liverpool FC, said: “I am delighted to announce the extension of our partnership with Cadbury. Cadbury has shown its commitment to providing for our local community, working closely with the LFC Foundation on the LFC Works Programme.

No value was given for the sponsorship.

Nick Rogers, Cadbury marketing and sponsorship lead for northern Europe at Mondelēz International, said: “This collaboration reflects our commitment to empowering the next generation. Cadbury employees are driven by generosity, and over the years have mentored members of the Liverpool community to help them find employment. Together, we hope to create more opportunities for the local communities to thrive, which allows us to reaffirm Cadbury’s dedication to making a positive difference.”

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