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.

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.

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.

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.

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.

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.

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 has become the official chocolate bar of the NBA 2K League, the NBA's official esports competition. Financial terms were not disclosed

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

English Championship football club Millwall has agreed a deal for Swedish chocolate company Huski Chocolate to become its new principal partner

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.

Italian Serie A football club Juventus has renewed its long-running partnership with confectionery company Balocco

Kellogg’s-owned crisps brand Pringles has extended and expanded its partnership with ESL, the world's largest esports event organiser.

North America’s Major League Soccer has extended its partnership with food manufacturing company Kellogg’s.

Serie A football club AC Milan signed a two-year ‘Official Pasta Partner’ deal with Italian food company La Molisana before the Christmas break.

Food products manufacturer Mars has entered into a new partnership with Italian Serie A football club Napoli

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…

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.