Cadbury signs on as official chocolate partner of the Australian Olympic and Paralympic teams

Cadbury has signed on as an official partner of Australia’s Olympic and Paralympic teams for the 2020 Olympic Games.

The agreement will see Cadbury be the Official Chocolate Partner of the Olympic team for the third consecutive time and the Paralympic team for the second.

Cadbury has signed on as the Official Chocolate Partner of the Australian Olympic and Paralympic Teams

Marketing activities from Cadbury surrounding the Olympics will begin in April and include cross in-store promotions, PR and above-the-line advertising.

The Tokyo Olympics are set to kick off on 24 July running until 9 August. The Paralympics will follow from 25 August to 6 September. However, concerns about the Coronavirus outbreak have sparked discussions surrounding the impact it will have on the Olympics, including speculation that it will be cancelled or postponed. ‘

Tokyo Olympics chief executive officer Toshiro Mori has stated the Olympics will go ahead as planned.

Paul Chatfield, marketing director at Cadbury Australia, said the brand was proud to be continuing the partnership.

“We’re thrilled to partner with the Australian Olympic and Paralympic Teams this year, and we’re proud to support Australia’s hard-working and passionate athletes for the third time as they prepare for Tokyo 2020,” Chatfield said.

Matt Carroll, CEO of the Australian Olympic Committee, said: “With the Tokyo Olympic Games the closest thing to a home games since Sydney 2000, we are delighted to have Cadbury on board once again to support our Australian Olympic Team. Without the efforts of Cadbury, our athletes across all the sports could not fulfil their Olympic dreams.”

Paralympics Australia chief executive, Lynne Anderson, added: “Paralympics Australia is so pleased to welcome Cadbury into the Australian Paralympic family for its second consecutive Summer Games cycle.

“Cadbury contributed greatly to our Team in the lead up to Rio, and was no doubt part of our success on the world stage. We’re looking forward to having them by our side as we strive to achieve even greater things in Tokyo.”

Ahead of the 2016 Olympic Games in Rio de Janeiro, Cadbury was forced to defend its partnership with the Australian teams in light of concerns over the growing rate of obesity in Australia.

At the time, Lauren Fildes, Mondelez International head of strategic partnerships and events, said that the partnership was promoting the essence of joy in the Cadbury brand and at the games.

“We are promoting the celebration of the Olympics. We are not promoting our products in the context of sport and we would never do that,” Fildes said.

“And we never direct advertising to kids. It’s all about joyous moments. We are taking the essence of what Cadbury means which is all about joy and we take great pride in that.

“We want to celebrate the small moments of joy as well as the iconic moments of the Australian athletes at the Olympics and we want to bring those moments to Australians.”

Cadbury’s parent company, Mondelez International, recently consolidated its creative roster, with all local work now going to Ogilvy and Channel T.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.