Club News

Albion announce new partnership with Mondelez International

Cadbury Albion

West Bromwich Albion are thrilled to announce a global partnership with Mondelez International, owner of Cadbury.

Throughout this multi-year contract, the UKs favourite chocolate brand will become an Official Partner of the club. 

With Bournville, the home of Cadbury being so local to The Hawthorns, the partnership celebrates the similarities and shared values of the two brands - bringing people together, creating and sharing moments of happiness, as well as celebrating and supporting local communities. 

Cadbury is proud to support the club’s community initiatives as part of their sponsorship, including the Baggies Buddies programme. Through organising meet-ups and allocated matchday zones for those hoping to meet others, this initiative offers supporters who may feel isolated or alone companionship and a sense of community, and Cadbury hopes to generously support Baggies Buddies further through the donation of key media assets, including hospitality, match tickets, stadium experiences, as well as player meet and greet opportunities. 

Head of Partnerships Tomasz Chadwick said: "Football has always been a way of combatting loneliness due to the ‘football family’ it provides, but with fixtures currently being played behind-closed-doors, it has been easier than ever for people to be left on their own. 

"As a club that takes pride in looking after its community, we’re delighted to have a partner that will work proactively with us to offer support to those that need it."

Nick Rogers, Senior Brand Manager at Cadbury, added: "We are delighted to welcome West Bromwich Albion to the Cadbury family.

"With the West Midlands being home to both The Hawthorns and Bournville Factory we are proud to support the great work the club does for our local community, starting with the Baggies Buddies initiative which helps to tackle loneliness in the community and is a cause close to our hearts."  

In addition to this, Cadbury is also proud to demonstrate its pillar of generosity, by supporting the club’s current community outreach programmes. As part of the sponsorship they will be donating a significant amount of product which will be included in food parcels to be delivered to the wider community by Albion Foundation staff.

About Cadbury

For nearly 200 years, since John Cadbury opened a grocer’s shop in Birmingham in 1824, Cadbury has been the nation’s favourite chocolate bar. Recently voted Brand of the Year 2019*, Cadbury has a wide range of well-loved delicious chocolate that reminds the nation that there is a ‘Glass and a Half’ of generosity in everyone.

The brand’s success is built upon its deep understanding of customers, shoppers and the category, ensuring it continues to evolve to remain relevant. The health and wellbeing of consumers is hugely important and so through BeTreatwise aims to remind people that treats are special, to be enjoyed in moderation as part of a balanced lifestyle. Portion control and consumer education, through on pack labelling, have a huge part to play in Cadbury’s strategy to ‘inspire mindful snacking’.

The brand recently announced its plans to bring all Cadbury products predominantly purchased by parents for children, under 100 calories. As well as this, reduced sugar innovations such as Cadbury Dairy Milk 30% Less help consumers manage their sugar intake. 100% of the cocoa in Cadbury’s chocolate is sustainably sourced through the company’s industry leading Cocoa Life programme, which supports sustainable cocoa farming. This helps secure a positive future for farmers, their families and their communities.

About Mondelēz International 

Mondelēz International, Inc. (NASDAQ: MDLZ) empowers people to snack right in over 150 countries around the world. With 2019 net revenues of approximately $26 billion, MDLZ is leading the future of snacking with iconic global and local brands such as OREO, belVita and LU biscuits; Cadbury Dairy Milk, Milka and Toblerone chocolate; Sour Patch Kids candy and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index. Visit or follow the company on Twitter.