Manchester United lock in new global partnership deal

Liam Watson
English Premier League club Manchester United have sweetened their portfolio by securing a multi-year global partnership with Mondelēz International.

The US-based multinational confectionary, food and beverage company counts the likes of Cadbury, Oreo, Toblerone, Milka and Belvita within its ownership – and will collaborate with the Premier League side to create co-branded products, as well as interactive campaigns to engage United’s supporters across the globe.

The deal hasn’t been confirmed for its financial worth, but will see Mondelēz looking to tap into a worldwide fan and follower base that has reached 1.1 billion people, according to market research agency Kantar.

The partnership recently began with United’s 3-0 home win against Watford on 23rd February, which included support for Cadbury’s ‘Donate Your Words’ campaign on digital signage.

“Whether it’s Cadbury, Ritz, Oreo, or one of its many other brands, Mondelēz’s products are renowned around the world,” said Richard Arnold, Manchester United’s Managing Director.

“This global partnership will assist Mondelēz with its expansion into key markets whilst deepening the affinity their customers have for their products. For Manchester United, the partnership enables us to bring Mondelēz’s popular products to our fans and enhances our ability to continue investing on the pitch.”

Colin O’Toole, Associate Marketing Director at Mondelēz has been part of the new deal agreement.

“As a global company with a presence in many different markets our alliance with one of the most recognisable sports teams in the world will give us the ability to differentiate us from competitors by offering our consumers added value through engaging products and experiences.”

Over the last 12 months, United have struck global deals with the likes of Lego, Marriot Hotels and Konami, showing that while success on the field hasn’t been as it once was, it has had no bearing in attracting new commercial partners.

Despite lacklustre league form since 2013, United continue to be the dominant commercial force in English soccer, having posted record revenues of UK£627.1 million (AU$1.2 billion) for the 2018/19 financial year.

Revenues of UK£135.4 million (AU$266.8 million) for the first quarter of 2019/20 were also announced last November, an increase of UK£400,000 (AU$788,000) on the same period last year. However, the club’s net debt for the quarter climbed 55.5 per cent from UK£247.2 million (AU$487.2 million) to UK£384.5 million (AU$757.8 million).

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Football NSW supports Female Coaches CPD as Women’s Football Surges

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Football NSW has used the platform of the AFC Women’s Asian Cup to deliver a targeted professional development workshop for female coaches, bringing together scholarship recipients for an evening of structured learning and direct engagement with elite women’s football.

Held at ACPE last month, the session was open to female coaches who received C or B Diploma scholarships through Football NSW in 2025. Coaching accreditation carries a financial cost that disproportionately affects women, who are less likely to have their development subsidised by clubs or associations operating in underfunded community football environments. Scholarship access changes that equation at the point where many women exit the pathway.

Facilitated by Football NSW Coach Development Coordinator Bronwyn Kiceec, the workshop focused on goal scoring trends from the tournament’s group stage, with coaches analysing attacking patterns and exploring how those insights could translate into their own environments. The group then attended the quarter-final between South Korea and Uzbekistan at Stadium Australia.

The structure of the evening mattered as much as its content. Female coaches in community football rarely have access to elite competition environments as a professional resource. The gap between the level at which most women coach and the level at which the game is analysed and discussed tends to reinforce itself. Placing scholarship recipients inside a major tournament, as participants rather than spectators, closes that gap in a way that a classroom session cannot.

Female coaches remain significantly underrepresented across all levels of the game in Australia. The pipeline that will change that depends not only on accreditation access but on the professional networks, peer relationships and exposure to elite environments that male coaches have historically taken for granted.

The workshop forms part of Football NSW’s ongoing commitment to developing female coaches through scholarships and structured learning opportunities.

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