NewsLFC and Cadbury extend global partnership, marking 10 years of collaboration

The agreement takes the collaboration between the two iconic brands to a decade of working together to create unforgettable fan experiences.

The renewal will see Cadbury continue its support across both the men's and women's teams, with a focus on bringing fans closer to the club through exclusive content and competitions, while continuing to invest in initiatives supporting local communities.

Since the partnership began, LFC and Cadbury have worked together on a range of initiatives designed to engage supporters and celebrate the passion of the club's global fan base.

From matchday activations to memorable experiences, the partnership has provided fans with opportunities to connect with the club they love.

Alongside fan-focused campaigns, the partnership has also collaborated on a number of initiatives supporting important causes and championing community programmes.

This included the launch of a limited-edition Liverpool Champions bar, which raised £25,000 to establish the Liverpool FC Virtual Employability Programme and support young people preparing for the world of work.

LFC and Cadbury have also collaborated on raising awareness of dementia and support for those affected by the condition.

During the 2025-26 season, Cadbury's flagship campaign in support of Alzheimer's Research UK reached millions of supporters through LFC channels, generating 8.9 million impressions and 3.1 million views.

As part of this work, lifelong Liverpool supporter Ste, who was diagnosed with early-onset dementia in 2020, shared his story alongside former players John Aldridge and Phil Thompson to encourage greater understanding of the disease.

Cadbury also provided Alzheimer's Research UK training for all Anfield-based staff, helping to make the club's home a more dementia-friendly environment.

Supporting people and families in need and ensuring no-one goes without has also been a key focus of the partnership. Working alongside Fans Supporting Foodbanks (FSF), LFC and Cadbury have provided vital support to communities across Merseyside.

The partnership has also celebrated the individuals who dedicate their time to helping others.

Last season, Cadbury arranged a surprise visit from Liverpool FC Women players to thank Leanne Dixon, a long-standing FSF volunteer and dedicated supporter, in recognition of her contribution to the local community.

The extended partnership will build on the success of the collaboration to date, creating even more opportunities to reward and give back to supporters while continuing to bring fans closer to the club.

Ben Latty, chief commercial officer at Liverpool FC, said: "We're delighted to extend our partnership with Cadbury and continue what has been a highly successful collaboration over the past six years.

"Together, we've created some fantastic experiences for supporters, from exclusive content to unforgettable moments that have brought fans closer to the club.

"We look forward to building on that success over the next four years and delivering even more opportunities for our fans around the world to engage with Liverpool FC."

Louise Page, partnerships & Cadbury owned channels lead at Mondelez International, added: "For six years, Cadbury has proudly stood alongside Liverpool FC's fans and communities, supporting the causes that matter most to them.

"From helping raise awareness of dementia to tackling food insecurity with Fans Supporting Foodbanks, this partnership has always been about making a real difference where it's needed most.

"We've also loved giving thousands of fans the chance to attend matches and have incredible once-in-a-lifetime experiences at Anfield. We're incredibly proud to extend our partnership with the LFC men's and women's teams and to continue having an impact together."