Driven by the vision of adding value to every bar of chocolate, DSI developed Cadbury FC, an innovative B2B and equity platform designed to connect Cadbury with both trade partners and consumers.

By strategically fusing the worlds of football and confectionery, DSI & Mondelez created a powerful and award-winning platform that allows Cadbury to engage and resonate with their target audience on multiple levels.

Today, DSI manage Mondelez’s football partnerships across multiple markets including the UK, Europe and Australia.


  • The development and management of a multi-faceted football club portfolio spanning from the Premier League and Women's Super League to grassroots football.

  • Through these club partnerships Cadbury has unrivalled access to a plethora of assets allowing the brand to further connect fans, consumers and communities to the beautiful game.


  • We offer end to end management of Cadbury FC campaigns from initial ideation through to prize fulfilment.

  • Seamlessly utilising club partnerships to integrate assets and ambassadors to create best in class tentpole campaigns and retailer exclusives both on a national and international scale.


  • Creatively utilising partnership assets and leveraging relationships to devise impactful purpose-driven brand equity focused initiatives.

  • With a complete overview of Cadbury’s club and talent access we provide a consultative approach as we look to shape work that drives societal change.


  • We lead the creation of the multi-award winning Cadbury FC Ambassador Programme and have overseen its continuous development, cementing the programmes position as a leader within the industry.

  • Across Europe, we have built an exceptional talent roster by meticulously identifying and negotiating the most suitable ambassadorial partnerships, based on core objectives. We then seamlessly integrate these athletes into campaigns and oversee the flawless delivery of once-in-a-lifetime experiences.