Cadbury Extends London 2012 Deal

Cadbury has extended its sponsorship deal with London 2012 so that all confectionery and packaged ice cream sold at official Games outlets will now be supplied by the firm.

Cadbury signed as a Tier Two Supporter of London 2012 in October 2008 and was also an official supplier of the Sydney Games in 2000, as well as the Commonwealth Games in Manchester (2002) and Melbourne (2006).

The new extension also sees the Trident sugar-free chewing gum brand become a Tier Three Supplier, the fifth brand to sign up at such a level. 

As it heads towards its £2bn budget for staging the Olympic and Paralympic Games, LOCOG now has seven domestic Tier One Partners – adidas, BP, British Airways, BT, EDF Energy, Lloyds TSB and Nortel.

There are three domestic Tier Two Supporters – Adecco, Cadbury and Deloitte – and five domestic Tier Three Suppliers and Providers – Airwave, Atkins, Boston Consulting Group, Freshfields Bruckhaus Deringer LLP and now Trident.

The Worldwide Olympic Partners signed up for 2012 are Coca-Cola, Acer, Atos Origin, GE, McDonald’s, Omega, Panasonic, Samsung and Visa.