Cadbury Expands Deal With 2012 Olympics

March 12, 2009: Organizers of the 2012 Olympic Games said that Cadbury has increased its marketing status to become the exclusive confectionery and packaged ice cream supplier of the Summer Games in London. Cadbury now moves up from a Tier 2 to a Tier 1 supporter. The deal also adds Cadbury brand Trident as a Tier 3 supplier and provider. Financial terms were not revealed.

The London Organizing Committee of the Olympic Games now has eight domestic Tier One partners: adidas, BP, British Airways, BT, EDF Energy, Lloyds TSB, Nortel and Cadbury. There also are three domestic Tier Two supporters - Adecco and Deloitte - and five domestic Tier Three suppliers and providers: Airwave, Atkins, Boston Consulting Group, Freshfields Bruckhaus Deringer LLP and Trident. IOC global partners signed up for 2012 are Coca-Cola, Acer, Atos Origin, GE, McDonald’s, Omega, Panasonic, Samsung and Visa.

"This deal is a great opportunity for Cadbury to extend its partnership with the London 2012 Olympic Games and Paralympic Games, and for us to continue to develop our commercial program and raise more private finance to host and stage the Games," London 2012 CEO Paul Deighton said in a statement. "Cadbury has a long tradition of sports sponsorship, both in this country, and of supporting major international events, and are proving a strong addition to our team of world-class commercial partners." According to Trevor Bond, managing director at Cadbury UK, "This is great news for Trident because it links with our recently announced Cadbury support, allowing us to sell our total confectionery range to everyone visiting each London 2012 venue." Back to Home Page