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Cadbury replaces Qantas as Rugby Australia’s major sponsor

Governing body finally ends search for a new jersey partner.

14 May 2021 Tom King
  • Qantas ended its 30-year backing of RA last year
  • RA recently inked three-year Test naming rights deal with eToro

Rugby Australia has announced chocolate brand Cadbury as the new principal partner of the Australian men’s national rugby union team and a major partner of the Australian women's national rugby union team.

Under the terms of the five-year sponsorship agreement the Cadbury logo will feature on the front of the Wallabies jersey for Test matches and on training apparel, as well as on the back left of the Wallaroos shorts.

The deal with Cadbury, a British multinational confectionery company owned by Mondelēz International, brings to an end the governing body’s anxious search for a new jersey sponsor.

In September 2020 Qantas ended its 30-year sponsorship of the Wallabies, worth about AUS$5 million (US$3.86 million) a year, leaving the national rugby side looking for a new major sponsor.

RA was said to have recently secured a new jersey sponsor for the men’s national team with controversial British businessman Sanjeev Gupta’s company GFG Alliance. However, the deal collapsed after Gupta’s company ran into funding trouble amid the collapse of Greensill Capital, one of his main financial backers.

Andy Marinos, RA chief executive, said: “What a fantastic and proud day for Australian Rugby. We’re incredibly excited to partner up with the team at Cadbury, and to see the opportunities for us both over the coming years.”

Darren O’Brien, Mondelēz International's president for Australia, New Zealand and Japan, added: “We have great belief in the vision of Rugby Australia and support their plan for the game in this country, from the grassroots through to the international arena.”

The Cadbury logo will see its first outing on the Wallabies jersey for the opening Test against France at the Sydney Cricket Ground on 7th July.


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