England: Cadbury (confectionery) becomes official partner of the Premier League for 2017-2020

Cadbury, the British company producing sweets and chocolates, has become an official partner of the Premier League for three seasons from 2017-18 (i.e.: for the 2017-2020 period), announced the two partners on 24/01/2017. The agreement is valued at £7m (€8.2m as of 26/01/2017) per season, according to British media.

Cadbury and the Premier League will focus their partnership on promoting a healthy lifestyle, including through the strengthening of "Health for Life" programme, led by the confectioner with 60,000 British schoolchildren. Cadbury gets visibility on the communications platforms of the Premier League, and will sponsor two individual trophies of the English first division, the "Golden Boot" (top scorer) and the "Golden Glove" (best goalkeeper).

The announcement of this partnership has been received poorly by British associations fighting against obesity, which had already criticised the fact that Cadbury sponsored the 2012 Summer Olympics in London (ENG). "If the sponsorship meant that a host of kids would be encouraged to exercise and kick footballs to kingdom come, but…