Cadbury To Continue As Wallabies’ Principal Partner
Rugby Australia has signed a five-year partnership renewal with UK-headquartered confectionary brand Cadbury’s.
The extension keeps Cadbury as the principal partner of the Wallabies men’s national rugby union team until the end of 2029.
Having initially agreed a five-year deal with Rugby Australia in 2021, the Mondelez-owned company’s has now secured an early renewal with the national governing body.
Earlier this year, Cadbury expanded its partnership with Rugby Australia to become the principal sponsor of the Wallaroos women’s team until 2029.
As per the new agreement, Cadbury will remain as the principal partner of Australia’s men’s and women’s national sides, and will double down on its commitment to grassroots rugby programmes for young talent.
The company will additionally offer AUS$50,000 (£26,295) in equipment grants via the Cadbury Club of the Year Award programme, which acknowledges clubs that create a positive impact for their local communities.
The deal comes ahead of Australia’s hosting of the men’s Rugby World Cup in 2027, as well as the Women’s Rugby World Cup in 2029.
“Over the past decade, we have invested over $50 million into Australian sport at all levels and have witnessed increased engagement and participation across the board, particularly among women,” said Darren O’Brien, President of Mondelez International in Australia, New Zealand and Japan.
“Extending our sponsorship of the Wallabies aligns with our brand values and our commitment to promoting an active and inclusive lifestyle.
“We are proud to support Rugby Australia and look forward to the exciting journey, strengthening the bond between rugby and its fans while supporting the growth of the game.”
Phil Waugh, CEO of Rugby Australia, added, “This extended commitment will allow us to continue to invest in all areas of the game, developing our programs, supporting our players, and inspiring the next generation of rugby talent. We look forward to achieving great things together.”
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