POSTED: October 21st 2008
NewsUpdate
London likes Cadbury flavour
KEIR RADNEDGE / Sports Features Communications
LONDON: Cadbury has become the coolest sponsor of the London Olympics after signing up as the 2012 latest ‘tier two supporter.’
The company will be known as the official confectionery and ice cream supporter and will benefit from rights to use the London 2012 marks on products as well as marketing rights to Team GB and ParalympicsGB.
Cadbury will supply all confectionery and packaged ice cream sold at venues and within the Olympic Park – after having been a supplier to Sydney 2000 as well as to the Commonwealth Games in Manchester in 2002 and in Melbourne in 2006.
London 2012's first tier two supporter contracted was Deloitte as professional services supporter at the end of last year.
Paul Deighton, the chief executive officer of London 2012, hailed the agreement as maintaining the “spring in our step” which the British Olympic effort brought back from the Beijing Games in August.
He said: “This spring in our step has been replicated in the commercial sector with a surge of interest in London 2012 and I'm thrilled that such a great and trusted British brand has come on board.
Sponsorship target in sight
“We have now raised more than £430m which is well on our way to our domestic sponsorship target as part of the £2bn required to stage the Games in 2012."
The Cadbury business dates back to 1824 when the Quaker grocer John Cadbury began the manufacture of drinking chocolate and cocoa.
Todd Stitzer, the present company’s chief executive, welcomed the deal as particularly appropriate considering that Cadbury had been “part of the fabric of British life” for almost two centuries.
He added: “We have always strived to be a company that is both performance-driven and values-led - a philosophy that is at one with the long held ethos of the Games: inspiration, optimism and community.
“London 2012 is a huge opportunity for us all to celebrate everything that is great about Britain. The Games have the power to excite and inspire and, by working together, we can bring a bit of fun and magic to everyone's lives."
Keywords · Cadbury · London 2012 · Olympic Park · Sydney 2000 · Rebecca Adlington · Deloitte · Paul Deighton · Todd Stitzer
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