We’re excited to announce that our partnership with Arsenal FC as their official snacking partner, which began in August 2020, has been extended into a long-term agreement from the 2023-24 season.

Driven by our shared values of community and accessibility, and following the integration of British Sign Language (BSL) at Arsenal’s home matches earlier this year, our partnership will be supporting and promoting greater inclusion for the deaf community. 

Following our (Cadbury Dairy Milk Fingers | Sign with Fingers Big & Small) campaigns, where we worked alongside the National Deaf Children’s Society, our research found that half of deaf Brits feel isolated due to being left out of conversations, leading to missed moments of connection.

So as well as sharing resources on deaf awareness and BSL education in the 2023/24 matchday programmes, we’re raising awareness of the benefits of integrating BSL for two of Arsenal’s deaf supporters, Christopher and Max, with the help of club legend Ian Wright. 

Our partnership is also expanding to include the Arsenal Women’s first team, building on our  existing relationships with club stars Leah Williamson and Katie McCabe. We’ll be continuing to champion the women’s game with even more shared initiatives, such as Arsenal’s mentoring series in Spring 2022 which gave grassroots female coaches the opportunity to enhance their skills and develop in their profession. 

We’ll also launch our biggest ever ticket giveaway as the new season kicks off in August, giving supporters the chance to win thousands of prizes every week, including hospitality experiences, match tickets and cash prizes (find more about the latest Cadbury competitions here.