The British Paralympic Association has signed a commercial partnership with multinational food and beverage conglomerate Mondelez International through to March 2017 as it prepares to celebrate National Paralympic Day, marking the one-year anniversary of the London 2012 Paralympic Games.
The American-based group is the home to established brands such as Cadbury, Bassetts, Philadelphia and belVita and it joins telecommunications giant BT and supermarket chain Sainsbury’s among the BPA’s official partners.
The deal includes rights to the BPA and Paralympics GB team, which will be leveraged through specific brand activations over the course of the deal and Mondelez International will continue to support the Cadbury Foundation’s Sports Fest initiative.