Liverpool FC Sweetens The Deal with Cadbury
A delectable collaboration is continuing to flourish at Anfield. Liverpool FC has tastefully extended its partnership with the confectionery colossus, Cadbury, for three more years. It’s a match made in heaven – the beautiful game and the sweet taste of success.
A Rich History, A Sweeter Future
The Reds and Cadbury first joined forces in 2020, and with the initial deal coming to an end this summer, both parties have reaffirmed their commitment to work together. This extension is a testament to Liverpool’s burgeoning commercial portfolio and Cadbury’s satisfaction with the partnership.
As per Dave Powell’s report in The Echo, this follows the trend of Liverpool FC cementing long-term relationships with brands such as Standard Chartered, Expedia, and EA Sports.
A Win for the Fans and Community
What’s particularly exciting about this renewed partnership is the focus on the Liverpool FC Works Programme. Cadbury is committed to empowering young people in the Liverpool City Region, preparing them for the world of work. Not to mention, the confectionery giant is also promising ‘bigger and better’ experiences for the passionate Reds supporters ahead of its 200th birthday bash next year.
During their inaugural partnership, Cadbury released a limited-edition Liverpool FC Champions Dairy Milk bar. Fans had the opportunity to support the club and indulge in their sweet tooth simultaneously as proceeds from the sales of these bars helped launch the Liverpool FC Virtual Employability Programme.
“Cadbury has shown its commitment to providing for our local community, working closely with the LFC Foundation on the LFC Works Programme,” says Ben Latty, Liverpool’s Commercial Director. He continues, “We look forward to continuing to work together and strengthening our meaningful partnership further over the next three years.”
More Than Just A Sponsorship
This isn’t just any commercial deal. It’s an embodiment of Liverpool’s adeptness at nurturing relationships with blue-chip brands. Instead of mere advertisements, Liverpool provides brands with meaningful engagements that resonate with their global fanbase.
Daniel Haddad, Head of Commercial Strategy at global sports firm Octagon, highlights the importance of growing organically through extensions and expansions. Speaking to The Echo’s Bottom Line Podcast, he states, “What Liverpool have done very well is servicing partners once they are on board and it does speak to the power of the global Liverpool fanbase. That really is the cornerstone of any successful sponsorship model.”
A Recipe For Success
Liverpool FC’s partnership with Cadbury illustrates a delicious recipe for success in the world of commercial deals. The extension with Cadbury stands as a testament to Liverpool’s acumen in building relationships that are not only financially rewarding but also socially impactful.
With this collaboration, Liverpool fans have a lot to look forward to, including sweet victories both on and off the pitch. Here’s to the continued success of Liverpool FC and Cadbury, a partnership that is, undoubtedly, the cornerstone of any successful model.