Cabury
Cadbury
Manchester United and Cadbury are committed to proving that football isn't just about the game, it's about the people, the shared moments and the memories that last a lifetime.
United and Cadbury are using the power of football to spark connection, emotion, and lasting memories, especially for fans affected by memory loss or feelings of isolation.
During the 2023/24 season, together, Cadbury and Manchester United launched the 'Memories Unite Us' campaign at the match against Burnley at Old Trafford, providing fans with the chance to reflect on treasured memories and create new ones together.
Gary Neville hosts the group at The Cliff.
The activation highlighted how Manchester United and Cadbury continue to work together to create a more inclusive experiences for all fans, especially older generations and those living with memory-related conditions such as dementia.
At the heart of the campaign is a special Reminiscence Session, a long-standing club initiative, designed to support older fans experiencing memory loss or loneliness. These sessions provide a warm, social space to revisit stories from the club’s past and celebrate the lifelong bonds fans have with their team.
In a unique moment, participants of the session were surprised by Manchester United's first-team players, who joined to share stories, laughter, and connection across generations. Cadbury is committed to helping fans with memory loss by partnering with Alzheimer Research UK to support its mission in finding a cure for dementia and helping those memories live longer.
To continue the work with the Reminiscence Sessions, in August 2025, Cadbury and Manchester United hosted 10 of the group members for a very special day at The Cliff. The attendees were surprised by Gary Neville, who took them around his old stomping ground, sharing stories of his first team call-up, his funniest team-mate and how formative The Cliff was to his football career.
You can relive the memories too, by watching a video from the day via this link.
Cadbury and Manchester United have partnered since 2020, with a shared commitment to generosity and community. Initiatives like 'Donate Your Words' and 'Give a Doubt' have empowered fans and championed meaningful conversations across the country – and the work with 'Memories Unite Us' and the Manchester United's Reminiscence Session continues this legacy.