Arsenal FC and Cadbury’s relationship grows sweeter

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Arsenal & Cadbury partnership
Image credit: Arsenal FC

Cadbury has continued their partnership with London juggernauts Arsenal FC, as the official snack partner for the club.

The partnership, now entering its fourth season running, initially began in August 2020 and aims to target a local British audience, with a focus on community.

A partnership between Arsenal and British Sign Language (BSL), has also been integrated into this deal, with BSL aiding and promoting deaf awareness at Arsenal home matches, as well as Cadbury’s ‘Fingers’ snack being tied into BSL initiatives to promote education and inclusion through sign language, with the slogan ‘sign with fingers, big and small’.

Cadbury have also had history with National Deaf Children’s Society, in which a greater understanding of deaf people’s social interaction and football matchday experience was understood. Arsenal & Cadbury are committed to make a change, with matchday programmes at Emirates Stadium to include BSL education, and overall deaf awareness, to ensure greater inclusion for the deaf football community.

Cadbury are also branching into the promotion of women’s football, on the back of the Arsenal women’s successful runs in the Women’s Super League, and the UEFA Champions League. Cadbury and Arsenal plan to enter local communities, to help grow the women’s game at a grassroots level, and give female coaches the opportunity to develop their skills to continue to grow the women’s game in England.

In a video posted to Arsenal’s YouTube channel signifying the extension of this partnership, Arsenal legend Ian Wright shed light on the difficulties and exclusion that deaf fans experience on a matchday, in what Wright describes ‘things we take for granted’. The simple things, such like as conferences, player interviews.

Arsenal have teamed up with lifelong fans, Christopher, and Max, to ensure that the club are doing all that they can to provide a welcoming and inclusive matchday experience for deaf fans, this includes having interpreters on camera when interviews are being done, ensuring that deaf fans can hear from their favourite players in live time.

Arsenal have been at the forefront of inclusion on all fronts and are the first Premier League team to have pitch side interpreters for their deaf audience members, in what Christopher and Max hope, sets a precedent for the rest of the Premier League. In 2018, Arsene Wenger left the club after 22 years of service, but with no interpreters, Arsenal’s deaf audience felt left out of the conversation.

Arsenal and their players look to provide more deaf-inclusive facilities within the Emirates Stadium, with sign language interpreters, and graphics on screens for both dead and non-deaf individuals. Nick Rogers from Mondelez International said via Arsenal’s media release; “Cadbury are dedicated to fostering inclusivity in the game, and we are proud to have incorporated British Sign Language… emphasising the importance of including everyone in the conversation.”

Both Cadbury and Arsenal are giant British brands with a weighted history of inclusion and diversity, with people from differ racial, gender, and disability groups all welcome at the Emirates. This partnership looks to continue to build upon the ongoing community projects that Arsenal & Cadbury share, and now with BSL, to ensure that no one is left out of the conversation.

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Central Coast Mariners Women secure future under Holman Barnes Group

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Image Credits: Central Coast Mariners

The future of the Central Coast Mariners Women has been secured after the Holman Barnes Group (HBG) reached an agreement to become the new operator of the club’s A-League Women program. The deal ends uncertainty surrounding the team’s participation in the 2026/27 season.

The agreement between HBG, the Australian Professional Leagues (APL) and Total Soccer Growth Holdings (TSG) ensures the Mariners will remain in the Ninja A-League Women competition. It also introduces a new operating model designed to provide long-term stability.

The uncertainty emerged following TSG’s acquisition of the Central Coast Mariners’ men’s side and academy in June. The women’s program was excluded from the original takeover. TSG already owns English football side Queens Park Rangers (QPR) and MLS club Los Angeles FC. The omission placed the future of the 2025 A-League Women champions in doubt. It also prompted the APL to seek a sustainable solution ahead of the new campaign.

A new operating model

Under the new arrangement, HBG will oversee all operational aspects of the women’s team. This includes the football program, staffing and day-to-day management. TSG will retain the club licence and continue overseeing the men’s program and academy. It will also support the women’s operation through its broader football network.

The agreement represents an innovative partnership between the three organisations. It has been designed to strengthen the long-term sustainability of professional women’s football on the Central Coast. HBG’s plans extend beyond the senior team. They include a strong focus on developing participation pathways and creating greater opportunities for female footballers throughout New South Wales.

Attention turns to the new season

The transition comes at a crucial time with preparations for the 2026/27 Ninja A-League Women season underway ahead of its October 16 start. The new operators are expected to begin managing the program immediately. This remains subject to the completion of the remaining regulatory processes. The team currently has no sponsors and games are expected to be moved away from Central Coast Stadium.

The A-League had previously set a July 31 deadline for new owners to be found to secure a place in the upcoming competition. With that now achieved, HBG will be on the clock to ensure the season begins without disruption and becomes a commercial success.

For the Central Coast Mariners Women, the agreement delivers certainty after a turbulent off-season. It also allows the club to shift its attention to the 2026/27 campaign and the team’s on-field performance.

South Melbourne’s Australia Cup triumph reignites promotion and relegation debate

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Image Credit: The Greek Herald

South Melbourne FC’s dramatic 2-1 victory over Adelaide United in the Hahn Australia Cup Round of 32 has reignited debate around promotion and relegation in Australian football, with Co-President Bill Papastergiadis stating the result is further proof that ambitious National Premier Leagues clubs deserve a pathway to the top tier.

The Victorian powerhouse produced one of the competition’s biggest upsets at Lakeside Stadium, overturning an early deficit to eliminate the Isuzu UTE A-League side and secure a place in the Round of 16.

While the result was celebrated as another example of the magic of the Australia Cup, Papastergiadis believes the victory carries a much broader message about the strength that exists outside Australia’s professional league.

Speaking following the win, Papastergiadis said South Melbourne’s performance demonstrated why the Australian football landscape should move towards a connected pyramid featuring promotion and relegation.

“The result was South Melbourne FC’s revenge 22 years in the making,” Papastergiadis said.

“It also demonstrates that clubs in the National Premier Leagues have the quality, professionalism and ambition to compete with A-League opposition when given the opportunity.”

For years, South Melbourne has been one of the strongest advocates for structural reform within Australian football, consistently calling for an open pyramid that rewards sporting merit rather than maintaining a closed league system.

Papastergiadis argued that Australia Cup fixtures continue to showcase the depth of talent throughout the domestic game, with NPL clubs regularly proving they can challenge and defeat professional opponents despite operating with significantly fewer resources.

He believes these performances should not simply be viewed as isolated “cupsets”, but as evidence that Australia’s football ecosystem is ready to embrace a promotion and relegation model that provides ambitious clubs with a genuine pathway to the top flight.

The result against Adelaide United adds another significant chapter to South Melbourne’s storied history. One of Australia’s most successful clubs, South Melbourne has long maintained aspirations of returning to the national stage, backed by a passionate supporter base, strong infrastructure and a proud footballing tradition.

For Papastergiadis, victories such as Thursday night’s reinforce the argument that clubs should earn opportunities through performances on the pitch.

“The Australia Cup continues to show what’s possible when clubs from different levels of the football pyramid compete against one another,” he said.

“Our football should be built on opportunity and merit. Clubs that perform consistently and invest in their communities should have the chance to progress to the highest level.”

South Melbourne will now turn its attention to the Round of 16, where it will look to continue its impressive cup run.

Beyond the result itself, however, the victory has once again fuelled discussion around the future of Australia’s football structure and whether the growing strength of clubs outside the A-League should accelerate the push towards a fully connected national competition.

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