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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Football NSW builds life‑saving network as cardiac safety push expands

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Image Credit: Football NSW

Football NSW has distributed 20 defibrillators to associations and regional clubs through its Every Beat Matters campaign, part of a broader push to improve cardiac emergency preparedness across the state’s football network.

Sixteen of the devices were presented to participating associations at the inaugural Football NSW Association Championships in Mudgee. A further four went to regional clubs: Cowra and District Soccer Club, Westside Panthers, Yerrinbool Bargo Soccer Club and Narooma Football Club.

The rollout builds on the Heartbeat of Sport AED Mapping Project, which is mapping defibrillator placement at sporting facilities across NSW with funding from the Minns Labor Government. Twelve football associations have joined the effort, including Eastern Suburbs, Manly Warringah, Granville, Southern Districts, Nepean, Northern Suburbs, Football Canterbury, Bankstown, Hills, Sutherland Shire, North West Sydney Football and Football South Coast.

Data collected through the mapping project is being fed into NSW Ambulance’s GoodSAM emergency response system and NSW Health’s public AED map, enabling first responders to locate nearby defibrillators in real time.

The initiative responds to a gap that had gone largely unexamined. More than 2,400 defibrillators have been deployed across NSW sports facilities through the Local Sport Defibrillator Grant Program, which offers grants of up to $3,000 to eligible organisations. But a device not registered in emergency response systems provides significantly less value than one that is accurately mapped and immediately locatable.

The urgency is not abstract. At Doyalson Wyee Football Club, a 70‑year‑old player survived a sudden on‑field cardiac arrest because an AED was available on site. Survival rates drop by about 10 per cent for every minute without defibrillation.

Football NSW is also establishing a long‑term defibrillator register to track equipment distribution, access and maintenance across all 636 clubs and 31 associations. The Every Beat Matters campaign, supported by Toyota and St John Ambulance, aims to raise about $240,000 through a raffle to fund an initial rollout of 65 defibrillators to clubs currently without access, prioritising regional and lower socio‑economic areas.

The #HeartHealthMatters Program is delivering CPR and AED familiarisation training to sporting organisations, with a particular focus on regional communities where ambulance response times are often longer and volunteer bases smaller.

The ambition, in the words of project organisers, is straightforward: that no preventable death occurs on a football ground because the right equipment was not there, or could not be found.

Northern NSW Football Launches Female Referee Mentor Program to Strengthen Officiating Pathway

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Image Credit: Football NNSW

Northern NSW Football has launched a Female Referee Mentor Program, backed by NSW Office of Sport funding, as the federation moves to address one of the game’s most persistent development gaps: retaining and advancing women in officiating.

The program pairs emerging referees with experienced female officials and coaches, and has already been introduced in match conditions during the 2026 Northern NSW Women’s State Cup under the oversight of NNSWF high-performance referee coach and FIFA referee Casey Reibelt.

Northern NSW says the initiative is designed to improve progression into representative appointments and leadership roles while building the support networks often cited as critical to referee retention.

Tournament rollout offers first test of model

NNSWF said 25 female referees officiated during the Women’s State Cup as part of the program’s initial phase.

The federation also released a number of key appointments linked to the rollout. Sophie Whale and Jamie Mills-Cove were appointed assistant referees for the Community Plate final. Lilli Skaines and Kaitlyn Digby were appointed to the under-13 and under-15 Premier Youth League Girls Cup finals, with Indi Charlesworth named assistant referee for both fixtures.

Reibelt said the initiative was intended to support younger and less-experienced referees in a practical environment and to reduce the sense of isolation that can come with early officiating experience. NNSWF general manager participation and women’s football Allana Neeve said the federation viewed refereeing as a critical part of women’s football and described the funded program as a pathway investment aimed at long-term sustainability.

From participation goal to workforce strategy

Over the past years, women’s player participation has boomed, but officiating pathways have not always expanded at the same pace, particularly in regional systems where access to experienced coaching and consistent appointments can be uneven.

That has consequences beyond referee numbers. Match officials are a core workforce input for competition quality, scheduling and player development. If attrition is high in early officiating years, federations are forced into constant replacement cycles rather than building depth.

In that context, mentor programs are increasingly treated as operational infrastructure, not supplementary participation projects. What matters is not only recruitment, but conversion: whether referees remain in the system long enough to progress into advanced appointments and eventually into coaching and leadership roles.

Northern NSW’s decision to embed mentoring in live competition rather than classroom-only delivery is a practical strength. Development feedback linked to real matches is generally more actionable for emerging referees than abstract technical sessions.

The next phase, however, will determine whether the program produces structural change. Initiatives launched around major events often generate strong short-term engagement but weaken across regular-season demands, especially where travel, study and work pressures are high.

Over time, the federation will need to show progress in second- and third-season retention, advancement into higher-grade appointments, and sustained mentor participation beyond flagship tournaments. Consistency across metropolitan and regional cohorts will also be central to any claim of pathway equity.

Public funding raises reporting expectations

Office of Sport support gives the program early stability, but it also raises the bar on transparency. Publicly supported pathway programs are typically expected to report outcomes, not just participation stories.

For this initiative, that means publishing practical indicators: cohort continuity, appointment progression and evidence that mentoring remains active throughout the season cycle. Without that reporting architecture, it is difficult to distinguish between a successful event and a durable reform.

For now, Northern NSW has delivered a credible first step: a defined mentor structure, named participants and immediate implementation inside a representative competition. The next challenge is to convert that start into a repeatable officiating pipeline.

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