Cadbury doubles down on north London with Arsenal and Spurs renewals
Arsenal and Tottenham Hotspur have each extended their partnerships with Cadbury for another four years, continuing relationships built around fan rewards, community programmes and a growing emphasis on women’s football.
Arsenal and Tottenham Hotspur have both agreed four-year extensions with Cadbury, strengthening the confectionery brand’s long-term presence across two of the Premier League’s biggest London clubs.The renewed agreements will continue relationships that began in 2020, with Cadbury using both clubs to support community initiatives, fan experiences and campaigns built around its wider positioning on generosity and shared moments.At Arsenal, the global partnership will continue to focus on supporter engagement and community activity, with women’s football set to play a prominent role in the next phase.Louise Page, Cadbury Partnerships & Owned Channel Lead, said: “Cadbury is dedicated to celebrating the people behind Arsenal, on and off the pitch.”The relationship has previously included work with Arsenal players and ambassadors, fan competitions and community initiatives designed to make football more accessible to supporters.Tottenham’s extension will run until the end of the 2029/30 season, taking their relationship with Cadbury to a decade.Ryan Norys, Chief Revenue Officer at Tottenham Hotspur, said: “We’re thrilled to be extending our partnership with Cadbury, continuing to profile supporter stories and provide rewards through exclusive experiences.“Since the partnership began, Cadbury and Spurs have shared a commitment to recognising those who dedicate so much to the Club, and we’re proud to continue working together to bring that shared purpose to life.”Tottenham and Cadbury have used campaigns including Hotspur Heroes to recognise supporters who have demonstrated exceptional commitment to the club.Previous activations have included exclusive experiences and VIP matchdays at Tottenham Hotspur Stadium, while the next phase will place greater emphasis on supporter stories connected to the women’s team.Page said: “Cadbury is dedicated to celebrating the people at the heart of Tottenham Hotspur – the fans and N17 community that makes the club so special.”The parallel renewals illustrate the value Cadbury places on long-term football partnerships built around activation rather than simply branding inventory.Maintaining relationships with both north London clubs gives the brand access to large domestic and international audiences, while providing repeated opportunities to connect its consumer marketing with fan stories, matchday experiences and community programmes.The increased focus on the women’s sides is also commercially significant. It gives Cadbury additional content and engagement opportunities around a fast-growing part of both clubs’ businesses while allowing Arsenal and Tottenham to bring existing partners deeper into their women’s football operations.Both extensions will now take the partnerships towards the end of the decade, providing continuity for Cadbury across two established Premier League properties while keeping community and supporter engagement at the centre of the agreements.