November 24 – The English FA have partnered with the Weetabix Food Company in a three-year deal that will begin in April 2021 and run through 2024 including the men’s Euro finals in 2021 and Women’s Euro in 2022 that will be hosted in England.
Weetabix will become the official breakfast category partner of the England senior teams and the lead partner of Wildcats, the FA’s participation programme for girls aged between five and eleven, which will be renamed to ‘Weetabix Wildcats’.
There are currently more than 1,600 Wildcats providers in England, giving girls the opportunity to play football in a fun and friendly environment in their own age groups. The sponsorship will help to double the number of Wildcats providers by the end of 2024.
Kathryn Swarbrick, the English FA’s commercial and marketing director, said: “Providing girls equal access to participate in football is an organisational priority. This will only be achieved with the support of committed partners and we’re delighted to welcome Weetabix to join us on this journey.
“The joint ambition to double Weetabix Wildcats sessions by the end of 2024 will play a crucial role in ensuring girls across the country have a fun, friendly and safe environment to play the game.”
Weetabix will work closely with performance experts at St. George’s Park to implement learning about nutrition as part of the Weetabix Wildcats programme.
Gareth Turner, head of brand at Weetabix, said: “We are looking forward to collaborating with our customers in all trade channels to bring this to life during what are set to be two huge summers of sport. Stand-out activations in store, warehouses and online will undoubtedly drive footfall to the cereal aisle and raise awareness of the entire category, tapping into heightened shopper interest.”
No value was given for the sponsorship.
Contact the writer of this story at moc.l1731792132labto1731792132ofdlr1731792132owedi1731792132sni@n1731792132osloh1731792132cin.l1731792132uap1731792132