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Marketing and Sponsorship

Cadbury Defends Premier League Sponsorship As Criticism Continues

The news that Cadbury agreed to a sponsorship deal with the Premier League was "met with a degree of negative publicity following criticism from health campaigners and fans alike," according to Tony Connelly of THE DRUM. However, the brand "maintains its first tie-up with football will be fruitful and ensure it remains relevant." The chocolate maker "sealed a three-year deal with the global sports brand" to be part of moments such as the Golden Boot and Golden Glove awards. For all of Cadbury’s "talk of using the sponsorship to do good, not everyone has greeted the claim with open arms." A "widespread decline" in the confectionery market and negative coverage of the brand through Channel 4’s "Dispatches: Secrets of Cadbury" has led some critics to view the deal as a "cynical attempt to kickstart the brand." However, Cadbury defended the deal, arguing that it is “important” to align the brand with properties that reinforce the values and scale it has. While it declined to reveal how it would communicate these values, a spokesperson for the brand said that the partnership was key to ensuring it "thrives for generations to come." The proof of Cadbury’s motive "will be whether it makes good on its pledge to keep Health for Life at the forefront" of its sponsorship. M&C Saatchi Sport & Entertainment Dir Neil Hopkins said, "I’m not really one for quoting Oscar Wilde but the key to landing sponsorships for brands like Cadburys is to acknowledge that, for a growing number of consumers, and parents in particular, it’s very much a case of everything in moderation" (THE DRUM, 1/26).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

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SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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