Cadbury Seals Major Australia Deal

Cadbury has expanded its partnership with Rugby Australia to become the principal partner of the Wallaroos women’s national rugby union team.

The six-year agreement will run until 2029, and will see the UK-headquartered confectionary brand’s logo feature on the front of the Wallaroos’ jerseys over its duration.

Cadbury has served as a major partner of the women’s national side since 2021, when the company became the principal partner of the Australia Wallabies men’s national team.

The renewal comes ahead of the 2025 Women’s Rugby World Cup in England, and also covers the 2029 edition, which will be staged in Australia.

Earlier this year, Rugby Australia committed an additional AUS$3m (£1.56m) in funding towards women’s rugby for 2024. The national body also raised its investment by 61% on last year, and increased the number of contracted women’s players from 35 to 45.

Cadbury meanwhile is reaffirming its commitment to women’s sport in Australia, after its involvement in the 2022 national women in sport programme, which funded uniforms designed special for female athletes.

In 2022, the company also extended its partnership with the Australia Matildas national women’s football team until 2026.

Phil Waugh, CEO of Rugby Australia, said, “The 2029 Rugby World Cup promises to be an inspiring moment for the game, and to be able to enjoy the support of such a prominent brand in the lead-up to that major event is a huge boost to the Wallaroos programme.

“This major partnership with Cadbury will be a significant factor as we strive to continue growing our financial commitment to Women’s XVs, and especially in driving greater visibility of our athletes and the team.”

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