Cadbury Pledges A$1M To Australian Paralympic Team In Runup To Rio Games

Cadbury will contribute A$1M ($690,000) to the Australian Paralympic Foundation "to support the Australian Paralympic team in the lead-up to the Rio 2016 Paralympic Games," according to Arvind Hickman of AD NEWS. The sponsorship will "kick off a nationwide activation on Australia Day" with the launch of a "Bring the Joy" microsite (www.bringonthejoy.com.au) to inspire Aussies to get behind the Paralympics. Wheelchair tennis and basketball Paralympian Dylan Alcott "has been named as Cadbury's ambassador for the campaign." Alcott "will be part of the brand's multichannel activations encouraging Australians to throw their support behind the team." Australia "hopes to send 170 athletes from 15 sports to the Paralympic Games in September, with the majority of funding coming from donations" (AD NEWS, 1/20).