AFLW, Cadbury develop partnership extension to enhance players visibility | SportsMint Media

The Australian Football League Women (AFLW) has secured a partnership extension with the British multinational confectionery brand, Cadbury. 

The alliance between the two entities will extend until 2026. Through the extension, Cadbury and the AFLW will collaborate to increase the elite players’ visibility within the league and provide possibilities for the upcoming female athletes.

In the past several years, Cadbury has changed the classic Cadbury Dairy Milk block’s recognised visual identity to feature pictures of female athletes, such as Akec Makur Chuot and Daisy Pearce of the AFLW.

The ‘Get in the Game’ grants program was established in 2021 by Women’s Sport Australia in collaboration with the British brand and the AFLW. The program sought to address the expense and design of inclusive sports uniforms, which is one of the main obstacles inhibiting female participation.

Stephanie Saliba, Corporate & Government Affairs Director, Cadbury, said, “Cadbury is on a mission to support the continued growth and equality of women’s sport in Australia, so that female athletes at both the elite and grassroots level can enjoy the benefits. 

She also stated, “We all know the age-old saying ‘you can’t be what you can’t see’ and together with the AFLW, we look forward to celebrating and spotlighting our incredible female footballers and their achievements, for the next generation to see”. 

Kylie Rogers, AFL Executive General Manager Customer and Commercial, said, “The brands we choose to partner with reflect our values and beliefs. When it comes to supporting women’s sport, Cadbury has genuine skin in the game, and we are proud to be supported by such an iconic global brand. It is fantastic to see Cadbury’s commitment to raising the profile of our athletes and growing not just women’s footy but women’s sport as a whole.