Cadbury strikes Premier League partnership deal

Football’s English Premier League and snack brand Cadbury announced a three-year partnership that will include initiatives to "promote healthy lifestyles to schoolchildren."

Under the deal which will cover the 2017-18 to 2019-20 seasons, Cadbury will enjoy a range of rights relating to Premier League player awards, including the Golden Boot and Golden Glove.

The confectionery brand will also work with the Premier League to deliver a bespoke element of the Health for Life community programme. The two parties will seek to create new, tailored sessions that focus on healthy lifestyles.

According to Francesco Vitrano, Cadbury's brand director, the “partnership opens up fantastic opportunities to bring those moments of joy to life in new and different ways – in-store, on our packaging, in the community and other ways we hope will surprise and delight our customers.”

The deal marks Cadbury’s first foray into football sponsorship.