Confectionery
Club Together – Cadbury & 20 UK football clubs
Cadbury’s umbrella 2020-21 initiative leveraged its 20 individual UK football club partnerships through a programme of over 100 activations aimed at reinforcing its positioning as part of country’s cultural fabric.
Play on the Pitch Day – Cadbury & Manchester United
In September 2020, the Mondelez-owned chocolate business leveraged its MUFC rights to bring some of its employees to Old Trafford as the culmination of an internal staff reward programme.
Donate Your Words – Cadbury & Manchester United
To kick-off its new Manchester United partnership in February 2020, Mondelēz International brand Cadbury launched a second wave of its ongoing ‘Donate Your Words’ campaign.
Cadbury FC Ambassador Programme – Cadbury & the Premier League
Confectionery brand Cadbury’s three-year Premier League partnership was underpinned by its Cadbury FC ambassador-focused programme which saw a stable of football legends add heft to a range of campaigns.
The Official Scream Team – Nestlé & NRL
During the 2019 State of Origin series, Nestlé’s lozenge brand Soothers ran a campaign based on incentivising fans of both participating teams to submit their throat straining cheers of support.
Tony the Tiger sets first with Sun Bowl sponsorship
Cereal brand Kellogg’s Frosted Flakes has agreed a deal to title sponsor the Sun Bowl college American football game, which will now be known as the Tony the Tiger Sun Bowl.
KP Snacks becomes first sponsor of The Hundred
British snack foods manufacturer KP Snacks has signed up as a sponsor of The Hundred, the new 100-ball format competition launched by the England and Wales Cricket Board (ECB)
Snickers signs up with NBA 2K League
Snickers has become the official chocolate bar of the NBA 2K League, the NBA's official esports competition. Financial terms were not disclosed
Tunnock’s takes on Scottish Challenge Cup title rights
Scottish baked goods brand Tunnock’s has signed as the new title sponsor of the Scottish Challenge Cup – the cup competition for clubs below Scottish football’s top-flight.
U
Millwall signs record shirt sponsor deal with Huski Chocolate
English Championship football club Millwall has agreed a deal for Swedish chocolate company Huski Chocolate to become its new principal partner
Mars Wrigley extends partnership with Scottish FA
UK confectionary group Mars Wrigley has extended its partnership with the Scottish FA.
Under the new deal, the partnership will run until 2022, covering the next men’s World Cup in Qatar.
Balocco extends backing of Juventus
Italian Serie A football club Juventus has renewed its long-running partnership with confectionery company Balocco
Pringles renews ESL deal
Kellogg’s-owned crisps brand Pringles has extended and expanded its partnership with ESL, the world's largest esports event organiser.
Kellogg’s steps up support of Major League Soccer
North America’s Major League Soccer has extended its partnership with food manufacturing company Kellogg’s.
Pasta brand signs as AC Milan Official Partner
Serie A football club AC Milan signed a two-year ‘Official Pasta Partner’ deal with Italian food company La Molisana before the Christmas break.
Mars returns to partner Napoli
Food products manufacturer Mars has entered into a new partnership with Italian Serie A football club Napoli
M&M’s land shirt sponsorship rights for Juventus Women
Italian Serie A football club Juventus has extended and expanded its partnership with Mars, with the US food products manufacturer set to receive shirt sponsorship rights for the Turin giant’s women’s tea…
Budweiser blows rivals ‘out of the water’ at FA, Mars downsizes
Premium beer brand Budweiser has overcome fierce competition in the Football Association’s beer category to become the sole beer partner, taking all three key assets in the portfolio.