Chelsea FC has signed a global partnership with Mondelēz International brand Cadbury which sees the confectionery company become the club’s official chocolate partner.

The partnership will have a specific focus on Chelsea’s Edge of the Box Club initiative, a programme which helps small businesses, start-ups and entrepreneurs kickstart ventures and provides skills training, knowledge and connections.

Initially, Cadbury will share its own expertise during three webinars, with the session teaching brand marketing, sales and strategy insights, plus analytics. The hope is that the webinars will provide a strong foundation for small business in an attempt to help them during the global health pandemic.

Chelsea chief executive, Guy Laurence, commented: ‘At Chelsea we pride ourselves on partnering with some of the world’s leading companies and are therefore delighted to be announcing our new partnership with Cadbury. We look forward to working closely with Cadbury as they seek to reward and engage our global fanbase, whilst also giving back to the local community through their support of the Chelsea Foundation’s initiatives.’

Additionally, three people will be chosen from Cadbury’s webinars to be donated pitch-side perimeter board advertising at the Chelsea Women’s home ground Kingsmeadow during the 2020/21 season.

The partnership will also see Cadbury offering fans ‘unique access’ to the Premier League club in the coming months. The two entities will collaborate in fan activations throughout the duration of the agreement such as Cadbury’s Match and Win promotion.

Samantha Greenwood, global brand director at Cadbury, added: ‘Start-ups and entrepreneurs are critical to the economic recovery of the country. By partnering with Chelsea FC, who have such a long-standing platform to support small and emerging businesses, we are thrilled to be able to use our privileged position to help developing businesses.’

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