3-year Cadbury deal with Premier League criticised
HEALTH campaigners have slammed a deal which will see Birminghambased chocolate maker Cadbury sponsor the Premier League.
The famous Bournville brand has signed a three-year deal with English football’s top division as a commercial partner and will also work together on Cadbury’s Health For Life school community programme.
But two health campaigns have hit out at the deal, saying that Cadbury was more concerned with commercial matters than the wellbeing of the nation’s schoolchildren.
National Obesity Forum spokesman Tam Fry said: “If the sponsorship meant that a host of kids would be encouraged to exercise and kick footballs to kingdom come but didn’t come near a bar of chocolate, the forum might regard it as money well spent.
“But since the Premier League is rich enough to do this on its own anyway and Cadbury could be looking at a downturn in the confectionery market, we regard this as little more than a marketing ploy.
“Since children currently consume two to three times more sugar than they should, we would welcome the deal only if Cadbury produced a sugar-free product.”
Jennifer Rosborough, nutritionist and campaign manager at Action On Sugar, added: “While we fully support initiatives geared to promoting healthy lifestyles for children, chocolate, which is laden with sugar, should be an occasional treat and not associated with healthy living. Companies should choose their partnerships more responsibly.”
Cadbury’s deal with the Premier League starts next season and comprises a range of rights, including the Golden Boot and Golden Glove awards for the top scorer and goalkeeper with the most clean sheets.
The manufacturer will work with the Premier League on its Health For Life initiative to deliver part of the programme, which is currently focused on making a difference to the lifestyles of 60,000 school children.
This is Cadbury’s first sponsorship deal in football but it has previously partnered with events such as the 2012 Olympics in London.
Responding to the comments by health campaigners, Cadbury said: “We know we have a responsibility, along with the rest of the food industry, to help address public health concerns.
“That’s why, as part of this sponsorship, we are teaming up with the Premier League to deliver a bespoke element of (owner) Mondelez International’s existing community programme Health For Life, which is currently focused on making a sustained difference to the lifestyles of 60,000 school children.
“Together, we will create new, tailored modules focused on inspiring school children about healthy lifestyles.”