AFL and Cadbury extend partnership to boost women’s sports’ visibility
The AFL has announced a three-year extension of its partnership with confectionery giant Cadbury, with a particular focus on supporting and promoting the AFL’s women’s division (AFLW).
This extended collaboration underscores Cadbury’s dedication to advancing women’s sports, building on its long-term investment in the AFLW to enhance the league’s visibility and create more opportunities for female athletes across various sports.
Cadbury has a well-established commitment to women in sports, as evidenced by its launch of the national Women in Sport program. This initiative is a response to research from the International Journal of Sport Policy and Politics, revealing that one in two Australian girls disengages from sports by the age of 15 – double the rate of boys of the same age.
Stephanie Saliba, Cadbury’s Corporate & Government Affairs Director, shared the company’s goal, stating, “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.”
Saliba also highlighted the importance of visibility, emphasising the impact of role models on the next generation.
“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,” she said.
This renewed commitment builds on the previous partnership between Cadbury and the AFLW, which began in 2021. Together with Women’s Sport Australia, the organisations established the ‘Get in the Game’ grants program. This initiative aimed to address a significant barrier to female sports participation – the design and cost of inclusive sportswear.
Kylie Rogers, AFL Executive General Manager Customer and Commercial, expressed the league’s values and beliefs in selecting partners.
“The brands we choose to partner with reflect our values and beliefs,” Rogers said.
“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. We look forward to growing our game even further with them into the future.”
Image credit: Josh Ryan