While on the face of it, chocolate might not seem like an obvious sponsorship fit with sailing, those who do it know that we have all resorted to a chocolate hit of energy once in a while.
[cleeng_content id=”666608141″ description=”99 cents or 10,000 hours. The path to being an expert can be easy or hard. ” price=”0.99″]So perhaps it’s not so surprising afterall that The Weymouth and Portland National Sailing Academy (WPNSA), the venue for the sailing competition at the London 2012 Olympic Games and Paralympic Games, has announced a five year deal with Cadbury.
John Tweed, Chief Executive, the Weymouth and Portland National Sailing Academy:
‘The Weymouth and Portland National Sailing Academy team are very inspired by Cadbury’s new involvement at this international sailing venue and we are looking forward to incorporating a fun sporting spirit into future events and legacy programme activities’.
In a week when Kraft have announced a takeover of the company, Cadbury’s press release says…
“The iconic British brand will have a close link with both the elite stars and grass root level sailors who will be training and competing from the venue.”
Like many sponsorship deals, there is an ‘on-trade’ element. This isn’t just about purple signage. Sports participants and spectators at the Weymouth and Portland National Sailing Academy are invited enjoy hot chocolate during the winter months and a range of the much loved Cadbury products available all year round.
While the deal is great for the Olympic sailing venue, we had to smile at seeing a paragraph like this in a press-release in a week when a brand is being accused of ‘selling out’ to overseas interests.
“Cadbury has a strong connection with British society providing treats, bringing a moment of fun and a smile to everyone’s faces. Cadbury hope to give a moment of pleasure and inspiration to Weymouth and Portland’s local communities and global water sports enthusiasts, bringing the spirit of fun, enthusiasm and excitement to all.”