Cadbury Announce Partnership with Tasmania Devils

Cadbury has announced a multi-year partnership with the Tasmania Devils, uniting over a century of local manufacturing heritage with the state’s professional sporting expansion. Unveiled at Cadbury’s Claremont factory, the agreement establishes the iconic brand as a Foundation Major Partner and official back-of-guernsey partner.

The arrangement spans the club’s VFL and VFLW teams for the 2026 and 2027 seasons, before extending to the national AFL and AFLW competitions from 2028 through to 2030.

Mondelēz International President for Japan, Australia and New Zealand, Toby Smith, emphasised the deep economic and cultural alignment underpinning the investment.

“Cadbury’s story in Tasmania began more than a century ago because of the quality and abundance of local milk.”

“Since then, generations of dairy farmers, Claremont and Burnie team members, families and communities have helped make Cadbury part of the fabric of Tasmania.

“Today, we are proud to bring that history together with Tasmania’s next great sporting chapter.

“By backing the women’s and men’s Tasmania Devils teams from the VFL and VFLW through to the AFL and AFLW, we are supporting a journey that belongs to the whole state,” Smith said.

The partnership carries significant weight for the club as it builds its infrastructure and commercial pathways ahead of national league entry.

Tasmania CEO, Brendon Gale, highlighted the authenticity and shared values driving the collaboration.

“Cadbury has been part of Tasmania for generations, so there is a real authenticity in bringing these two stories together.”

“As a Foundation Major Partner, Cadbury is backing the whole club, our women’s and men’s teams, our people and the supporters who will carry the Devils from the VFL and VFLW to the AFL and AFLW.

“This is a partnership grounded in Tasmanian pride and a shared ambition for the future,” Gale stated. 

Mondelēz International VP of marketing, Ben Wicks, noted that the Tasmania Devils represent Cadbury’s first AFL-related sponsorship in its current sports portfolio, joining major national properties like the Matildas and Australian Olympic Team.

“Sport creates moments that bring people together, across families, communities and generations.”

“That is why Cadbury is proud to support the Wallabies and Wallaroos, the Matildas, the Australian Olympic and Paralympic Teams, the Cadbury Marathon and Athletics Tasmania,” Wicks said. 

Furthermore, Cadbury supports local supply chains by sourcing approximately 100 million litres of fresh Tasmanian milk annually from 48 family farms, while employing around 700 staff across Claremont and Burnie backed by substantial site investments.

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