Liverpool welcomes official chocolate partner

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Liverpool have signed a three-year deal with Cadbury which sees the world’s largest chocolate brand become the club’s first official global chocolate partner.

Cadbury has given out 50,000 limited edition champions Dairy Milk bars to Liverpool fans to celebrate the launch of the partnership.

Cadbury will also be raising money for the LFC Foundation’s Virtual Employability Programme. The programme was created in May 2020 to help people who had lost their jobs as a result of the COVID-19 pandemic.

The programme aims to improve participants employability prospects. The employability support service offers CV and cover letter support, interview practice and job insight.

“LFC and Cadbury are both passionate about the importance of community, so this is a great opportunity to build on those common values and help those whose employment has been impacted by the pandemic into new roles,” Commercial Director at Liverpool FC, Matt Scammell said about the new partnership.

“Cadbury has a long history of generosity and we’re excited to be partnering with them, celebrating traditions and culture whilst uniting people in a new way.”

Official Liverpool stores will sell limited edition champions chocolate bars – all proceeds go towards the LFC Foundation to support the Virtual Employability Programme.

“We are very proud to be working with Liverpool FC in this way. It is a brand that truly embodies the Cadbury mentality of working together to help others,” Global Brand Director at Cadbury, Samantha Greenwood said in a statement.

Last week, Chelsea also signed a deal with Cadbury to become the blues’ official chocolate partner.

“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,” Chelsea Chief Executive, Guy Laurence said.

“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.”

Via the partnership Cadbury will support the Chelsea Foundation’s Edge of the Box Club and aims to provide skills, knowledge and connections to small businesses and entrepreneurs.

Competitions will also be run with Cadbury and Chelsea to offer prizes – match tickets and hospitality experiences will be given out as a part of Cadbury’s Match and Win promotion.

Liverpool and Chelsea return to action this weekend when the 2020/21 English Premier League starts on September 12.

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Daniel Foley is a sports junior journalist with Soccerscene. He reports widely on football policy and micro industry matters.

Friedkin Group to acquire majority stake in Everton

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Image credit: Everton FC Instagram

The Friedkin Group has reached an agreement to buy Farhad Moshiri’s majority 94% stake in Everton. The deal is subject to regulatory approval from the Premier League, the Football Association and the Financial Conduct Authority.

It is believed to be worth in excess of $770 million, leaving Moshiri with little return on his substantial investment.

The US-based group is led by chairman Dan Friedkin, who also owns Roma. He has a net worth of $11bn AUD according to Forbes thanks to The Friedkin Group, which was founded by his father, Thomas H. Friedkin.

Everton would become the 10th club in the Premier League under majority American ownership, joining the likes of Chelsea and Liverpool.

The deal would bring to a conclusion the damaging Moshiri reign. The British-Iranian businessman has invested more than $1445 million in the club since 2016, but many supporters have been deeply unhappy about his ownership because of its failure to hit successful transfers and its enormous debt which lead to points deductions in 2023/24.

Last season they were deducted points twice, amounting to a total of eight after an appeals process, for breaching Premier League financial rules on the level of losses clubs are allowed to make.

Everton, who have not played outside the top flight during the Premier League era, had been toying with relegation under Frank Lampard and current manager Sean Dyche, finishing in the bottom half. They started the season on only one win after six and it suggests they will spend a fourth season near the drop zone.

The Friedkin Group had agreed a deal in principle to purchase current owner Moshiri’s 94% stake in June but talks were called off a month later after the two parties failed to finalise an agreement.

That followed Miami-based 777 Partners being unable to a complete a deal earlier this year which Everton is probably fortunate to hear considering the toxicity around how they have run Standard Liege and Hertha BSC into a tough position.

In June, it was said that Friedkin hinted that he wanted Roma and Everton to sit at the top of a multi-club model, something that The Friedkin Group has yet to experiment.

Everton’s appeal to the Friedkin Group was said to be based on the club’s history, fanbase and the new stadium being built on Bramley-Moore Dock which will be used from the start of the 2025/26 season onwards.

The group in a statement said they remain fully committed to Roma and has no concerns regarding the two clubs co-existing under UEFA rules.

The Friedkin Group assumed control of Italian side Roma in 2020 and guided the club to Europa Conference League success under Jose Mourinho in 2022.

However, this success was short lived, sacking Mourinho only 10 months later before Daniele De Rossi’s short reign has the club in an awkward position in the Serie A.

After some shaky managerial appointments and sackings for AS Roma, Sean Dyche’s future also looks to be in a perilous position if he fails to turn the results around before the new year.

The Friedkin Group released a statement regarding the takeover agreement and their plans to stabilise the club.

“We are pleased to have reached an agreement to become custodians of this iconic football club. We are focused on securing the necessary approvals to complete the transaction,” a spokesperson for the Friedkin Group said in a statement last week.

“We look forward to providing stability to the club and sharing our vision for its future, including the completion of the new Everton Stadium at Bramley-Moore Dock.”

Overall, this is fantastic news for Everton and its fanbase who were long overdue some clarity around the dark situation of their ownership.

The Friedkin Group are willing to overlook the huge stadium debt and inconsistent league results in an attempt to bring one of England’s oldest clubs back to its former glory which saw them win 9 Division One titles and 3 FA Cups.

The group will lead Everton through its new era, right before they permanently leave Goodison Park and enter the 53,000 capacity Bramley-Moore Dock which should increase the club’s revenue and bring a fresh feel to the club.

Melbourne Victory secures new sponsorship deal with Ferraro Dairy

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Image credit: Melbourne Victory Facebook page

Melbourne Victory Football Club has confirmed a new collaboration with Ferraro Dairy. Under the terms of the agreement, Ferraro Dairy’s brand will be prominently displayed on the back of the shorts for both the A-League Men’s team and Academy teams for the next two seasons.

Ferraro Dairy is an Australian family-owned dairy for 50 years, based in Tullamarine. They pride themselves on high-standard dairy products from Australian produce.

The two-season partnership represents a strategic move for both organisations, combining the prestige of one of Australia’s premier football clubs with a respected name in the dairy industry. By extending the branding to both senior and academy levels, the partnership shows a comprehensive approach to team sponsorship.

Melbourne Victory Managing Director, Caroline Carnegie expressed her enthusiasm about the collaboration, highlighting the alignment between the two organisations.

“We’re incredibly pleased to have Ferraro Dairy on our Men’s kit for the next two seasons and excited to have them along for our journey,” she said via press release.

“Ferraro Dairy is a proud local business that strives for a common goal in driving high standards and delivering a premium product for its loyal clientele.

“We’re thrilled to kick off our partnership with Ferraro Dairy as we head into our 20th season as a Club.”

Ferraro Dairy General Manager, Brad Ferraro echoed the sentiment of excitement about the new partnership.

“It’s an honour to partner with a Club like Melbourne Victory in its historic 20th season and we’re proud to be featured on its iconic kit, we’re excited to be part of their journey and share in the success both on and off the field over the next two years,” Ferraro said via press release.

As Melbourne Victory continues to strengthen its commercial portfolio its partnership with an Australian-based family business, with Ferraro Dairy further solidifies its position as a supporter of local businesses.

This commitment suggests a strong foundation for what both parties hope will be a mutually beneficial relationship.

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