Cadbury extends London 2012 partnership as Trident becomes tier-three partner

by Alex Brownsell, marketingmagazine.co.uk 16-Mar-09, 09:45

LONDON - Cadbury has extended its sponsorship deal with London 2012 to include chewing gum brand Trident, giving it a monopoly on all confectionary sold at official Olympic outlets.

The confectioner signed up as a tier-two supporter of the Games in October 2008, becoming official confectionery and ice cream supporter for London 2012. Now Trident becomes a tier-three partner, the fifth brand to sign up at that level so far.

The deal gains Cadbury the rights to use the London 2012 marks on products, as well as marketing rights to Team GB and ParalympicsGB.

‘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 programme and raise more private finance to host and stage the Games,' said London 2012 chief executive Paul Deighton.