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Mondelēz extends backing of British Paralympic Association

Multinational snack foods company Mondelēz International has extended its partnership with the British Paralympic Association.

The new partnership will cover the 2018 winter Paralympics in Pyeongchang and the 2020 summer Games in Tokyo.

Mondelēz International’s brands include Cadbury, belVita and Trebor. The company is a long-term supporter of British Paralympic sport, initially through the Cadbury Foundation-funded ParalympicsGB Sports Fest, a series of free events that gave people the chance to try a para sport. Ahead of the Rio 2016 Paralympics, Mondelēz also created special edition Cadbury ‘Wini Eggs’ to celebrate the Games.

Tim Hollingsworth, chief executive of the BPA, said: “At the BPA we know the inspirational performances of our athletes on the world stage can be a powerful force to challenge attitudes and shift perceptions of what disabled people can achieve.

“Paralympic sport is more popular than ever in the UK and the extension of this partnership is further proof of the strength of the movement and what it can demonstrate to wider society. We look forward very much to working with Mondelēz over the coming years.”