Cadbury Confirms London 2012 Tie-up
After weeks of media speculation, Cadbury has been confirmed as an official sponsor of the London 2012 Olympics.
The London Organising Committee of the Olympic Games and Paralympic Games announced that Britain’s leading confectionery company will be a Tier Two Supporter of the Games. It is not known how much the deal is worth although speculation placed the figure at around £20m.
The Bournville-based company becomes London 2012’s second supporter of this level, alongside Deloitte, whose partnership was announced at the end of last year.
Effective immediately, Cadbury will be official confectionery and ice cream provider for the Olympics, and now has rights to use the London 2012 marks on product as well as marketing rights to Team GB and ParalympicsGB.
Cadbury was also an official supplier of the 2000 Sydney Games in 2000, as well as the Commonwealth Games in Manchester in 2002 and Melbourne two years ago.
The deal received criticisms last week from some health and anti-obesity groups who thought that such a sponsorship was unfitting considering the message of health and fitness that London 2012 is trying to convey.
