The Australian Football League (AFL) has extended its partnership with confectionery company Cadbury for three more years.
The deal will focus on AFL’s women’s division, with Cadbury continuing long-term investment into the AFLW to expand the league’s visibility and introduce more opportunities for female athletes across sports.
Cadbury has a long-standing track record of commitment to women in sports, launching its national Women in Sport programme in response to research by the International Journal of Sport Policy and Politics, revealing that one in two Australian girls quit sports at the age of 15 – twice as many when compared to boys the same age.
Stephanie Saliba, Cadbury’s Corporate & Government Affairs Director, commented: “Cadbury is on a mission to support the continued growth and equality of women’s sport in Australia, so that female athletes at both the elite and grassroots level can enjoy the benefits.
“We all know the age-old saying ‘you can’t be what you can’t see’ and together with the AFLW, we look forward to celebrating and spotlighting our incredible female footballers and their achievements, for the next generation to see.”
The latest partnership expansion from Cadbury and the AFLW succeeds their previous collaboration from 2021 with Women’s Sport Australia to establish the ‘Get in the Game’ grants programme, which was founded to address what it believed to be one the biggest issues preventing female participation in sports – the design and cost of inclusive sportswear.
On the continuous Cadbury partnership with the AFLW, Kylie Rogers, AFL Executive General Manager Customer and Commercial, added: “The brands we choose to partner with reflect our values and beliefs. When it comes to supporting women’s sport, Cadbury has genuine skin in the game, and we are proud to be supported by such an iconic global brand.
“It is fantastic to see Cadbury’s commitment to raising the profile of our athletes and growing not just women’s footy but women’s sport as a whole. We look forward to growing our game even further with them into the future.”
