Cadbury owner Mondelez International has signed a three-and-a-half-year deal to become a commercial partner of the British Paralympic Association.
The move, which follows Cadbury’s tier-one sponsorship of the London 2012 Olympics and Paralympics, is Mondelez International’s first major sponsorship on a corporate level, with a range of its brands, including Oreo, Cadbury and Philadelphia, set to get sponsorship rights to back Paralympic sport.
It was announced as the BPA prepares to celebrate one year on from the London 2012 Paralympic Games with the National Paralympic Day on 7 September. Mondelez joins other sponsors including BT and Sainsbury’s as an official partner and will back the BPA and ParalympicsGB in their appearances at the next Olympics in Rio.
Mondelez said it would also continue to support Sports Fest, previously Paralympic Potential Days, through the Cadbury Foundation.
“I had the opportunity to volunteer at two Sports Fest days, and witnessed first hand how the BPA can help disabled people change their personal expectations of what they can achieve,” said Maurizio Brusadelli, president of Mondelez International UK&I. “I am proud to be able to continue our relationship with the BPA and we look forward to working with them through to Rio 2016.”
“The Paralympic movement is strong in the UK and to have another major sponsor on board is fantastic news,” added BPA CEO Tim Hollingsworth.