Cadbury has extended its partnerships with Arsenal, Liverpool and Tottenham Hotspur football clubs for a further four years, taking each agreement to a total of 10 years.
The renewed deals cover both the men’s and women’s teams at all three clubs and represent the brand’s largest and longest-running commitment to football.
The partnerships have supported a range of fan and community initiatives since launching in 2017, including ticket giveaways, exclusive experiences and local community programmes.
At Liverpool FC, Cadbury has worked with Fans Supporting Foodbanks and donated more than 12,400 protein and chocolate bars. The partnership has also supported Alzheimer’s Research UK, with a 2025-26 awareness campaign generating 8.9 million impressions and 3.1 million views through Liverpool FC channels. Cadbury also delivered dementia awareness training for Anfield-based staff.
At Arsenal FC, Cadbury’s ‘Game Changers’ campaign has recognised individuals who have helped develop the women’s game and local communities. One recipient, Jen Kelly of Islington Borough Ladies Football Club, received a dedicated 10-week coaching programme and a surprise visit from Arsenal player Leah Williamson.
At Tottenham Hotspur FC, the partnership’s Hotspur Heroes series has highlighted supporters who make a difference in their communities. Recent activity included a private training ground tour with Ledley King for long-time supporter Lyn Silver-Markell, as well as a coaching session with former Spurs Women’s captain Jenna Schillaci for community volunteer Sara.
Across the three clubs, Cadbury has also run seasonal campaigns, nationwide ticket giveaways and supporter experiences involving players including Declan Rice, Leah Williamson, Lauren James and Virgil van Dijk, alongside former players such as Ian Wright.
The extended agreements will run until the end of the 2029/30 season, with Cadbury continuing to invest in supporter and community initiatives across all three clubs.
