Mondelēz International (confectionery): a bold sponsorship strategy in 2020 (14 agreements signed)

Cadbury, a chocolate brand belonging to the American confectionery group Mondelēz International (Oreo, Toblerone, Milka...), became partner of Wolverhampton Wanderers FC (Premier League) for the 2020-21 season on 25/11/2020. The deal was the 14^th partnership signed in football by the American group in 2020.

Mondelēz International and its brand Cadbury will appear on the communication media of 10 clubs in the English championship in 2020-21. As well as with Premier League clubs, the brand has also signed agreements with two Scottish Premiership clubs (Celtic FC and Rangers FC).

Mondelēz has partnered with major English football clubs including Liverpool FC, Arsenal FC, Manchester City FC, Chelsea FC, Tottenham Hotspur FC and Manchester United FC. For all of these partnerships, the Cadbury brand occupies a first or second level partner position in the club sponsorship hierarchy (except for Liverpool FC, fourth level), which are among the most lucrative partnership agreements.

In deploying this aggressive sponsorship strategy, Mondelēz International is also promoting its Milka…