Confectionary giant Mondelez is to sponsor the British Paralympic Association (BPA) as it prepares to celebrate National Paralympic Day one year on from the London Paralympics.
The deal with the manufacturer of Cadbury, Bassets and Philadelphia will run until 2017 and represents Mondelēz’s first major sponsorship.
It includes rights to the BPA and the Paralympics GB team, and will be leveraged through specific brand activations over the term of the deal.
Mondelēz, who earlier this yearopened the UK’s first Oreo producing facility in Sheffield, will also continue to support Sports Fest, previously Paralympic Potential Days, through the Cadbury Foundation.
Tim Hollingsworth, CEO of the BPA, expressed his delight at the announcement of the partnership.
“I am delighted that Mondelēz International is continuing its support of the BPA. Our partnership has gone from strength to strength since we started working together and we are excited to see how the business will bring this to life over the coming months through some of its household brands, as Cadbury did at London 2012.
“The Paralympic movement is strong in the UK and to have another major sponsor on board is fantastic news.”
Maurizio Brusadelli, President of Mondelēz International UK & Ireland, said: “I had the opportunity to volunteer at two Sports Fest days, and witnessed first-hand how the BPA can help disabled people change their personal expectations of what they can achieve.”
“I am proud to be able to continue our relationship with the BPA and we look forward to working with them through to Rio 2016,” he added.