Manchester United has announced it will be celebrating Cadbury’s 200 year anniversary at its next Premier League match in collaboration with Alzheimer’s Research UK.
The football club has been partnered with Cadbury since 2020 and has decided to bring fans together to celebrate not only the confectionary brand’s 200 year anniversary, but how the pair have been ingrained in the fabric of British culture for generations.
Extending an agreement last year, both brands have supported local communities through fan-led experiences such as Donate Your Words and Give a Doubt. Combining in a new experience, with a special focus on creating memories, Cadbury has partnered with Alzheimer’s Research UK.
Victoria Timpson, CEO of Alliances and Partnerships at Manchester United, said: “Manchester United’s history and heritage is punctuated with many great marquee moments, from the first European Cup win, to the Treble and both Rooney and Garnacho’s overhead kicks! However, it’s our fan’s personal memories of these moments that really ignites their passion and fandom for the club.
“These memories are precious and often shared and connected with a loved one, family member or close friend. It is a great pleasure to be working with Cadbury to celebrate its 200th year and support its collaboration with Alzheimer’s Research UK.”
In a new initiative, cherished supporters had the opportunity to engage in heartfelt conversations about their fondest moments of both Manchester United and Cadbury. This gathering was part of a one-off iteration of United’s Reminiscence Sessions, a programme primarily tailored for older fans, especially those grappling with loneliness or memory loss.
Adding an extra layer of excitement to this special occasion, participants received an unexpected visit from some of the club’s first-team players, such as Bruno Fernandes, Tom Heaton, Jonny Evans, Scott McTominay and Mason Mount.
Additionally, Cadbury’s celebration continues during the club’s match against Burnley on 27 April with giveaways of 200-year limited edition bars. The company will place QR codes around Old Trafford that link to the campaign website for fans to learn more and share their memories on social media using #MemoriesUniteUs.
Nick Rogers, Cadbury Marketing and Sponsorship Lead for Northern Europe at Mondelez International, added: “As Cadbury enters its 200th year, we are proud to work collaboratively with Manchester United, to celebrate both the club and Cadbury’s admirable history and support the unrivalled work that Alzheimer’s Research UK is doing to protect people’s memories by finding a cure for dementia.”
In a further effort to mark the landmark anniversary, Cadbury will be donating £200,000 to support the charity’s search for a cure for dementia and drive awareness of the condition.
Hilary Evans, Chief Executive at Alzheimer’s Research UK, commented: “We’re delighted to be part of Cadbury’s 200th year celebrations with Manchester United, highlighting the significance of shared memories. Dementia takes so much from people, including their treasured memories, and sadly this is the reality for almost one million people living with the condition in the UK today. We cannot let this go on.
“At Alzheimer’s Research UK, we exist for a cure, and we won’t stop until we live in a world free from dementia’s heartbreak. Thank you to Cadbury and Manchester United and everyone involved in the day for standing with us. Your support will help lead Alzheimer’s Research UK towards a cure.”
