Arsenal have extended their global partnership with Cadbury for another four years, taking the relationship between the Premier League giants and the Mondelez International brand to an impressive 10 years.
The renewed agreement will continue to focus on supporters, local communities and creating memorable football experiences, with both organisations looking to build on a decade of collaboration.
Rather than being centred solely around matchday branding, the partnership has increasingly focused on the people behind the club — from supporters and coaches to community volunteers and players.
To celebrate the new agreement, Arsenal and Cadbury have produced a special film highlighting the story of lifelong supporter Asha Price.
Price has volunteered with Arsenal in the Community programmes over the past two seasons while also taking part in the club’s Coach Development Programme.
As a reward for her contribution, Asha was treated to a special day at the Emirates Stadium.
Her experience included a stadium tour, a box experience and personal messages from Arsenal stars Viktor Gyokeres, Jurrien Timber and Kai Havertz.
It was a fitting way to underline the central theme of the renewed partnership: celebrating supporters who make a difference beyond the pitch.
One of the most recognisable projects from the existing partnership has been Cadbury’s “Game Changers” campaign.
The initiative has given Arsenal Women players an opportunity to tell the stories of people who played significant roles in their journeys to the top of the game.
Local community figures have also been recognised for their contributions.
Among them is Jen Kelly, who has spent more than a decade as both a player and coach with Islington Borough Ladies Football Club.
Kelly received a dedicated 10-week coaching programme designed to help her continue developing football within her community.
She was later surprised by Arsenal and England star Leah Williamson.
The collaboration has also delivered several supporter-focused campaigns, giving Arsenal fans unusual access to players and unique experiences.
At Christmas, Cadbury’s “Secret Santa” campaign offered supporters exclusive content featuring members of the men’s first-team squad.
The Easter campaign, “Better The Hide, Better The Hunt”, took a more playful approach, with Arsenal players completing challenges while supporters had opportunities to win signed merchandise and match tickets.
Those activations have helped turn a traditional commercial partnership into something more interactive for Arsenal supporters.
Omar Shaikh, Arsenal’s Global Partnerships and Ventures Director, said the extended agreement reflected the strength of the relationship.
“Cadbury has become a valued part of our partner family and has played an important role in helping us create memorable experiences for supporters while celebrating the communities connected to our club.
“The strongest partnerships are built on shared values, trust and a long-term commitment to growing together.
“This renewal reflects the strength of our relationship and gives us the opportunity to keep creating meaningful moments for supporters over the years ahead.
“We’re delighted to continue our work with Cadbury as we enter the next chapter of our partnership.
“Cadbury Partnerships & Owned Channel Lead Louise Page also highlighted the importance of the community element of the collaboration.”
Cadbury is dedicated to celebrating the people behind Arsenal, on and off the pitch. From backing coaches like Jen Kelly at Islington Ladies to bringing players and supporters together at key moments throughout the year, this partnership has always been about the community that makes this club special, across both the men’s and women’s teams.
“Continuing that partnership takes us to 10 years with Arsenal, and we can’t wait for what’s to come.”
The new four-year agreement means Arsenal and Cadbury will continue working together through the next four seasons, creating more fan experiences, community initiatives and player-led campaigns.
With the partnership now heading towards the 10-year mark, its next chapter promises to keep the spotlight on more than football.
For Arsenal and Cadbury, the bigger objective remains simple: bring people together, celebrate communities and turn ordinary football moments into memories that last.
Toosin is a dedicated sports writer with a strong background in crafting engaging and insightful content. With experience at Goal, he has developed a sharp editorial sense and a refined storytelling approach that brings depth and perspective to sports journalism. His passion for the game goes beyond the headlines, as he captures both the excitement of the sport and the compelling human narratives behind each event. Toosin’s work resonates with a broad and diverse audience, making global sports stories accessible, relatable, and impactful.
