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Cadbury's take different route to sponsorship

In the wake of the pandemic with firms suffering cash flow problems and scrutinising their marketing budgets, quality sponsorships have become harder to secure, particularly for lower league clubs more reliant on locally based businesses.

Colin O’Toole, associate director of marketing of Cadbury Equity has told offthepitch.co, how they have changed their mindset towards the football industry. In the last 14 months, Cadbury has agreed sponsorships with 19 clubs based in the UK, including the ‘big six’ and teams in the lower leagues.

Cadbury are currently in the final year of their three-year partnership with the Premier League with no plans to renegotiate the current deal.

Cadbury have implemented a society-driven approach in their marketing – seeing them team up with the likes of Notts County for The National League Play-Off final.

The sponsorship deal agreed with Notts County last summer was rather unusual as it was directed to local businesses affected by the pandemic: https://www.comunicaffe.com/cadbury-announces-sponsorship-with-the-oldest-professional-football-club-in-the-world/

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