Cadbury elevates its commitment to Wallaroos

Cadbury has boosted its long-term commitment to Australia's National Women's Rugby Team, the Wallaroos, with the new deal seeing Cadbury as the 'Principal Partner' of the Wallaroos for the next six years through Australia's home Rugby World Cup in 2029.       

Cadbury has been the team's major partner since 2021 and has now elevated its commitment with the Cadbury logo to now feature prominently across the Wallaroos home and away jerseys.  

Cadbury has a long history of supporting Australian sports, both at elite and grassroots levels. The brand has particularly been committed to driving visibility and equality for women in sports through partnerships - with the Australian Olympic and Paralympic teams, Hobart Hurricanes, Matildas, and AFLW - which aim to inspire the next generation of Australian female athletes and to encourage participation in sport.

In Australia, Mondelez is the custodian of the Cadbury brand with Kathy De Lullo, Director of Marketing Excellence at Mondelēz International noting "we know Australians are passionate about sport on the world stage, and Cadbury's values of creating connections, generosity, and community spirit resonate with this partnership with Australian Rugby and the Wallaroos. Through our commitment, we want to support the Wallaroos at the elite level and promote visibility and equality for women in sports.”

Rugby Australia Chief Executive Phil Waugh said Cadbury's new commitment is a watershed moment for Women's Rugby In Australia and added "Cadbury has been an invaluable partner to Rugby since 2021, and we are proud to announce together, the brand's expanded commitment to Women's Rugby for the next six years.

"The 2029 Rugby World Cup promises to be an inspiring moment for the game, and to be able to enjoy the support of such a prominent brand in the lead-up to that major event is a huge boost to the Wallaroos program.

"In February, Rugby Australia announced it will invest more than ever before into its Women's Rugby program In 2024, with higher player payments, a full-time head coach, our first dedicated women's high-performance manager, and an increased Wallaroos schedule.

"We still have work to do; however, we are seeing the flow-on at the community level too - Women's Rugby is the fastest growing part of the game at the grassroots level; we saw a 16% increase in female participation in clubs in 2023.

"This major partnership with Cadbury will be a significant factor as we strive to continue growing our financial commitment to Women's XVs, and especially in driving greater visibility of our athletes and the Wallaroos."

In addition to supporting athletes and sport at the highest levels, Cadbury has had a long-standing commitment to grassroots programs, including the 2022 national Women in Sport program, which funded uniforms designed specifically for female athletes, 2023's Cheer & a Half community grants, which celebrated the generosity of volunteers in local grassroots clubs, and a re-design of the Cadbury Dairy Milk milk chocolate block, which featured four Cadbury Women in Sport ambassadors, filling supermarket aisles with inspiring images of these exceptional athletes.

As the Wallaroos set their sights on the upcoming Women's Rugby World Cups in 2025 and on home soil in 2029, there will be many opportunities to support the success of Australian women's Rugby.

Darren O'Brien, President Australia, New Zealand and Japan at Mondelēz International advised "Over the last decade, we have invested $50 million into Australia's leading sporting codes. We want to encourage Australians to get more involved in Rugby at a local club, in the stands, or as part of the global competition, and we are seeing pleasing growth in women's participation figures across the board from the elite through to the grassroots. As a leading brand, together with a leading sports code, we are thrilled to boost our partnership with the Wallaroos and are excited about the journey to come.”

The partnership between Cadbury and the Wallaroos extends until 2029.

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Image. Credit: Rugby Australia