Mondelēz International And Chelsea Football Club Announce New Global Partnership And Launches Edge of the Box Club

Mondelēz International, owner of Cadbury, has agreed a global partnership between Cadbury and Chelsea Football Club, making the chocolate brand the club’s official chocolate partner. 

Cadbury will be offering Chelsea fans access to the club throughout the duration of the relationship through a series of activities over the coming months and seasons but more unusually the partnership will have a particular focus on connecting with and helping entrepreneurs and small businesses through support of Chelsea’s Edge of the Box Club, across the 20/21 season and beyond. The programme in football circles helps small businesses, start-ups and entrepreneurs kick start their ventures by providing much needed skills training, knowledge and connections.

Cadbury will initially share its expertise through three bespoke webinars where business owners will be able to learn about brand marketing, sales and strategy insights and analytics providing a strong foundation in key disciplines crucial to the success of their ventures, particularly against the challenging backdrop of a pandemic. 

Furthermore, three webinar attendees will win donated pitch side perimeter board advertising at the Chelsea Women’s home ground Kingsmeadow during the 20/21 season, gaining an audience of thousands.

In coming together in this way, the partnership deal celebrates the similarities and shared values of the two brands - bringing people together, creating and sharing moments of happiness, as well as celebrating and supporting local communities.

Guy Laurence, Chelsea FC CEO said: “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.”

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 F.C. 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.”

The first fan focused initiative of the partnership, running across more than 180 million Cadbury products, will be Cadbury’s Match and Win promotion, returning for the fourth year in late August. Fans will have the chance to win club prizes, including hospitality experiences, match tickets and vouchers redeemable in the Chelsea FC Megastore, as well as Cadbury prizes.