Cadbury has launched its National Women in Sport initiative in partnership with the AFLW, Australian Women’s Cricket team, the NRLW and the Westfield Matildas, uniting with leading women’s sporting codes to support the continued growth and equality of women’s sports in Australia.

With one in two young girls dropping out from organised sport from the age of 15, the initiative will inspire and enable young girls to continue to participate in sports, encouraging them to break through the barriers that young women may face in male originated sports. We all know the age-old saying ‘you can’t be what you can’t see’.

The lower degree of coverage of women’s sport leads to young women having fewer opportunities to identify with professional players. This is why the CADBURY Women in Sport initiative will shine a light on a number of incredible Australian female athletes and their sporting codes, giving young girls progressive and positive role models to look up to. To support the continued growth of women in sport and inspire the next generation, CADBURY has partnered with four diverse and motivating female athletes across the sporting codes for its Women in Sport initiative.

CADBURY Ambassadors include Richmond Football Club and AFLW role model Akec Makur Chuot, Westfield Matildas star defender Alanna Kennedy, St George Illawarra Dragons player and Dally M Women’s Player of the Year Jess Sergis and Australian Young Cricketer of the Year Tayla Vlaeminck. Each history-making CADBURY Ambassador will play an important role, sharing their personal experiences and stories through a number of activities and initiatives throughout the partnership, including taking part in CADBURY’s Ambassador content series.

To be released later in the year, the series will feature young girls from local Australian communities and sporting clubs asking questions and having an open and honest conversation with the Ambassadors about how they pushed the boundaries and the barriers they have had to overcome. The diverse stories will show young girls that they can play sport at all ages and levels and inspire them to get in the game!

The two-year partnership with CADBURY’s Women in Sport partners will kick off on September 25, coinciding with the Australian Women’s Cricket team returning to the field for the first time since their World Cup triumph in front of a record crowd at the MCG in March. Throughout the partnership, CADBURY and the sporting codes will unite to put women’s sport at the forefront, encouraging Australians to engage and connect with women’s sport. Whether it’s watching, playing or supporting behind the scenes, the initiative will celebrate and cheer on Australian women in sport.

Kathy De Lullo, Senior Marketing Manager at Mondelez Australia says, “We’re thrilled to launch our Women in Sport initiative this year. As a brand, we want to show our commitment to the Australian community, and we feel incredibly passionate about encouraging and supporting the continued growth and equality of women’s sport in our country. With women’s sport kicking off in September, it couldn’t come at a better time, especially given the broader challenges of 2020 for all sporting communities.”

The FFA is equally excited about the partnership. Alanna Kennedy of the Westfield Matildas says, “We’re delighted to have CADBURY on board to support the Westfield Matildas and the growth of our sport. With the efforts of CADBURY, women’s football can continue to grow on a world stage and young girls can fulfil their dream of becoming a Matilda, or simply just have fun on the field with friends.”

Cricket Australia interim CEO, Nick Hockley says “Participation in cricket and other team sports has so many benefits for young girls, from teamwork, leadership, confidence as well being a fun and exciting way to stay fit and healthy with friends. We’re delighted to welcome CADBURY to the Australian Cricket family and very appreciative of their support to grow the game.”