A sweet new era for Manchester United and Chelsea beckons

Cadbury

Cadbury is continuing on with two of the biggest clubs in the English Premier League.

A British multinational confectionery company owned by Mondelez International, Cadbury has been working with Chelsea and Manchester United since 2020, supplying a sense of goodness for the initiatives of the community.

The partnership will scale up and bring forward the right set of circumstances to attract the powerhouse duo of English clubs and their faithful followers around the world, materialising by way of the creation of flavoursome dual-branded snacking items and national campaigns at the same time putting the community as a priority at the collaboration once again.

Particularly for Chelsea, it will include providing aid and encouraging greater inclusion for the deaf community across England, with statistics revealing 27 per cent of the British public say they don’t know how to approach or talk to someone who is deaf, leading to an obstacle between the deaf and hearing individuals resulting in missed opportunities of connection.

Manchester United CEO of Alliances and Partnerships Victoria Timpson said via press release:

“Both Cadbury and Manchester United take pride in supporting local communities, Cadbury recognises the ability football has in uniting fans for a common cause and we look forward to once again utilising the partnership to amplify important community campaigns.”

President of Businesses at Chelsea Football Club Tom Glick said via press release:

“We are proud of the impact that our partnership has had for our fans, both locally and internationally, our commitment to amplifying community-driven initiatives starts today, with the inclusion of a Chelsea fan from our deaf community in our renewal announcement.”

Sponsorship Lead of Northern Europe and Mondelez International Nick Rogers added via press release:

“At Cadbury, we’re dedicated to supporting families and fans, and, as we approach our 200th birthday, our shared ‘glass and a half’ ethos with Manchester United and Chelsea has never been more important, in the last three years, we’ve supported over 700 businesses and 200,000 fans nationwide, donating millions of pounds worth of sponsorship assets, and we’re only just getting started!”

When the 2023/24 season commences in August, Cadbury will set in motion a massive ticket giveaway in its history, fans will be given the opportunity to win thousands of awards every week, counting hospitality experiences, match tickets and cash prizes. Click here to find out more.

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Football NSW releases $600,000 towards Grassroots Grants to meet Participation Pressure

The Victorian State Government has announced new grants and funding for 11 new community infrastructure projects for local football clubs, totalling $3.8 million.

Sixty-five football clubs across New South Wales have secured a combined total of nearly $600,000 in funding through the NSW Office of Sport’s Local Sports Grant Program. It follows as a result of Football NSW’s scale of demand for community sport support and the growing pressure on clubs struggling to keep pace with surging participation.

The grants, covering 69 individual projects across the Football NSW footprint, will fund facility upgrades, equipment purchases, participation programs and accessibility improvements: the unglamorous but essential infrastructure that determines whether community clubs can function at the level their members require.

The Local Sports Grant Program made up to $4.65 million available statewide in 2025, with $50,000 allocated to each electoral district and individual grants capped at $20,000. Football’s share of nearly $600,000 reflects the sport’s status as the largest participation code in NSW, and the degree to which that status has not always been matched by corresponding investment in the facilities and resources required to sustain it.

Volunteers carrying an unsustainable load

The announcement arrives against a backdrop of mounting pressure on the volunteer workforce that keeps community football operational. Across NSW, thousands of volunteers dedicate significant unpaid time each week to administration, ground preparation, canteen operation and the logistical demands of running competitive junior and senior programs. As participation numbers climb, driven in part by the sustained visibility of the AFC Women’s Asian Cup and the legacy of the 2023 FIFA Women’s World Cup, those demands have intensified without a corresponding increase in the resources available to meet them.

“As the largest participation sport in NSW it is pleasing to see almost $600,000 will be reinvested back into supporting our players, coaches, referees and volunteers to improve the football experience across our community clubs,” said Helen Armson, Football NSW’s Group Head of Strategic Partnerships and Corporate Affairs.

The equity dimension

The distribution of the grants across 65 clubs and 69 projects also speaks to the geographic breadth of football’s footprint in NSW, and to the uneven distribution of resources that has historically characterised community sport in this country. Clubs in outer metropolitan and regional areas tend to operate with smaller budgets, older facilities and thinner volunteer bases than their inner-city counterparts. Grant programs structured around electoral allocation, rather than club size or existing resource base, provide a degree of equity that market-driven funding cannot.

The kinds of projects funded under this program disproportionately benefit clubs serving communities where the barriers to participation are highest. A club that cannot offer adequate facilities or equipment is a club that turns players away, often without intending to.

Football NSW has used the announcement to call on the NSW Government to maintain and extend its investment in the sport. “We urge the government to continue to invest in football,” Armson said, in the midst for a nation-wide push for a $343 million decade-long infrastructure fund to address the facilities gap across the state.

The nearly $600,000 secured through this round is meaningful. Against the scale of what is needed, it is also a measure of how far the investment still has to go.

Victory unites with Roasting Warehouse in culture-led partnership

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

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