A sweet new era for Manchester United and Chelsea beckons

Avatar
Cadbury
Editorial credit: mooinblack / Shutterstock.com

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.

Previous ArticleNext Article

GIS Sydney continues to connect students with Australia’s sports industry

Avatar
Image Credits: Global Institute of Sport

Following the launch of its Sydney campus in 2025, the Global Institute of Sport (GIS) is continuing to establish itself in the nation’s sports industry. A leading provider of degrees and executive education in sport, GIS provides students the chance to study at two of Australia’s biggest sporting venues: Allianz Stadium and the Sydney Cricket Ground (SCG).

Programs such as Sports Analytics and International Sports Business are delivered in collaboration with the University of Newcastle, and feature the chance for students to gain exclusive access to the sports industry.

More than 50 guest speakers have shared their experience with students studying at GIS Sydney, representing organisations like FIFA, Red Bull, Cricket Australia, and the AFL. While learning about the regional and national sports industry in the classroom, students have also had the chance to gain an international perspective through GIS’ signature Global Sports Summits, which have given Sydney students access to iconic sporting venues around the world from London to Miami.

Outside of the iconic venues students can call their classrooms, the organisation prioritises the real, industry placements needed to put theory into practice by providing each student with 140 hours of relevant work experience throughout their studies. Included in this are several sporting organisations who are keen to welcome GIS students on board, including the Professional Football Scouts Association (PFSA), Football Coaches Australia, and Basketball NSW.

GIS also has a partnership with popular network and app Yakka Sport to connect students with paid employment opportunities while they study.

Behind these advancements at the GIS Sydney campus is an Industry Advisory Board which features a host of experienced figures from the world of sport. Included in the Asia-Pacific branch is Chair James Rosengarten, GM of the Melbourne Renegades; Kevin Jang, Managing Director of CAA Stellar Korea; and Brad Lloyd, GM of the Carlton Football Club.

Since launching, GIS’ Sydney campus has ultimately combined its locations and industry connections to provide the next generation of sports professionals with the knowledge, network, and confidence to tackle the rapidly evolving sports industry.

Melbourne Victory partners with The Pass to expand fan experience

Avatar
Image Credit: Australian Professional Leagues

Melbourne Victory has added The Pass to its commercial portfolio, with the partnership designed to give supporters more ways to follow the club away from matchday.

The Pass becomes an ‘Associate Partner’ of Victory, while Hickens Hotel has been named the club’s ‘Official Away Game Venue Partner’. The arrangement will see the Russell Street venue host Victory watch parties and provide a dedicated gathering point for supporters during away fixtures.

The partnership also gives Victory supporters access to The Pass’ broader network of more than 200 venues around Australia, extending the relationship beyond a single location.

For Melbourne Victory, the deal forms part of a wider approach to creating commercial partnerships around the supporter experience rather than limiting sponsorship to traditional branding opportunities.

Hickens Hotel will host Victory fans for selected away matches, while The Pass will provide members with access to offers and experiences through its venue network.

The agreement also connects with Victory’s broader business community, with The Pass joining the club’s commercial network and creating potential opportunities for corporate engagement alongside its consumer-facing activity.

The partnership comes ahead of the 2026/27 A-League Men and Ninja A-League Women seasons, with Victory continuing to develop its commercial offering around both its membership base and matchday audience.

For The Pass, football provides a way to bring its network of hospitality venues into the supporter experience, giving fans a physical destination to watch matches when Victory is playing on the road.

The agreement reflects a broader trend across professional football, with clubs increasingly looking to partnerships that can provide tangible benefits to supporters while creating additional opportunities for commercial partners.

Most Popular Topics

Editor Picks

Send this to a friend