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.