The partnership between these two Birmingham icons will focus on Blues' Inclusion Program which delivers an adult pan-disability football initiative that aims to help develop skills and social opportunities for individuals within the community. The partnership will also include donations of club media assets by Cadbury across the 20/21 season and beyond. This donated media will include digital advertising, email promotion and in-stadia exposure opportunities, reaching audiences of millions across the country over the season for the clubs community programmes, with the aim of raising awareness, support and inclusion.
This partnership celebrates the shared ethos of the two brands - bringing people together, creating and sharing moments of happiness, as well as celebrating and supporting their shared communities.
Neighbours of historic significance, Cadbury will also be offering Blues fans unique access to their club throughout the duration of the relationship through a series of activities that fans can look out for over the coming months and seasons. In addition and when safe to do so, Cadbury will welcome 1,824 lucky Blues fans back to St Andrew’s for the first home game with a commemorative Cadbury Dairy Milk Bar. The heart and home of Cadbury is the Bournville factory just outside of the city centre, established in 1824 and beloved by the proud Birmingham community ever since.
James Corrigan, Commercial Sales Manager at Blues said: “We are over the moon to announce this new partnership with Mondelez. It is clearly a fantastic fit with two iconic brands in Birmingham making one united front. Added to the fact the Home of Cadbury is in Bournville which is down the Road from Birmingham City Football Club, we are really excited to have made this happen. Furthermore, there are clear aims and values shared by both brands who are heavily driven by giving back to their community.
“Cadbury will be focusing their support on the two Adult teams within the pan-disability program specifically. The program not only provides sporting opportunities but also offers the opportunity to gain qualifications, voluntary work and other experiences. All sessions are open to all genders and abilities to attend. The support from Cadbury will make a huge difference to the program in providing better facilities and even increasing the provision of sport we can provide.”
Colin O’Toole, Associate Director of Marketing of Cadbury Equity added: “What an exciting moment for Cadbury and Birmingham City. We are very proud to be working with a club so close to our heart in this way. The club’s foundation and work in the community truly represents the Cadbury mentality of working together to help others, and we can’t wait to remind the nation that there is a ‘Glass and a Half’ of generosity in everyone and every club we are partnered with.”
The first fan focused initiative of the partnership, running across more than 180 million Cadbury products, will be Cadbury’s Match and Win promotion, returned for its fourth and biggest ever year in late August. Fans have the chance to win millions of club prizes, including hospitality experiences, BCFC match tickets and vouchers, as well as Cadbury prizes, click here for more information.