Chelsea has announced a new partnership with Mondelez International to make the food and drinks brand Cadbury the Premier League side’s Official Chocolate Partner.
The club says the deal will seek to support entrepreneurs and small businesses through the support of the Chelsea Foundation’s Edge of the Box Club.
The programme helps small businesses, start-ups and entrepreneurs by providing skills training, knowledge and connections, and will be aided by Cadbury, which will share expertise through three bespoke webinars where business owners will learn about brand marketing, sales and strategy insights and analytics. The club says the initiative will provide a strong foundation in ’key disciplines’ particularly during the pandemic.
Chelsea has also confirmed that three webinar attendees will win donated pitch-side perimeter board advertising at the Chelsea Women’s home ground Kingsmeadow during the 20/21 season.
“Start-ups and entrepreneurs are critical to the economic recovery of the country,” said Samantha Greenwood, Global Brand Director, Cadbury.
“By partnering with Chelsea FC, who have such a long-standing platform to support small and emerging businesses, we are thrilled to be able to use our privileged position to help developing businesses.”
As well as the small business initiative, the pair will also launch a fan-focused campaign which will run across more than 180 million Cadbury products, including Cadbury’s Match and Win promotion. Fans will have the chance to win club prizes, including hospitality experiences, match tickets and vouchers redeemable in the Chelsea FC Megastore, as well as Cadbury prizes.
Chelsea CEO Guy Laurence added: “At Chelsea we pride ourselves on partnering with some of the world's leading companies and are therefore delighted to be announcing our new partnership with Cadbury.
“We look forward to working closely with Cadbury as they seek to reward and engage our global fanbase, whilst also giving back to the local community through their support of the Chelsea Foundation’s initiatives.”
Chelsea and Cadbury say the new partnership celebrates the similarities between the pair, which include shared values such as ‘bringing people together, creating and sharing moments of happiness, and celebrating and supporting local communities.’