June 13 – Confectioner Mars Wrigley UK has renewed its sponsorship with the English FA for the 2023-24 season in a multi-year deal, transitioning brand focus towards healthier snacks KIND and Extra.
The move away from Snickers is “part of our drive to offer health-conscious customers balanced choices through their everyday snacking options,” said the FA.
The sponsorship will cover the England women’s, men’s and para teams over the coming years, with KIND being the focus during 2023, covering the women’s World Cup, and then Extra in 2024, covering the men’s Euros.
KIND offers a variety of snack bars with recipes that are nutrient-dense, simple and premium ingredients like whole nuts and fruit and all are gluten free and have no artificial colours, flavours, or preservatives.
Extra gum was originally launched by Wrigley’s in the USA as its first sugar-free chewing gum and quickly became the leading brand in its area.
Data shows that during the UEFA EURO 2020, overall grocery sales increased by 12.7%, while confectionery sales grew by £4.2 million.
Kerry Cavanaugh, business unit director of Mars Wrigley UK said: “Football provides some of the greatest culture moments in the UK, so we’re very proud to be partnering with the FA to bring KIND and Extra to a nationwide stage. It’s a brilliant opportunity to show our customers the range of products we offer that are synonymous with a balanced lifestyle.”
No value was given for the renewal.
Mars, which bought the Kind brand in 2020, has been an FA sponsor since 2009. Last year the FA ended a 20-year sponsorship with fast food giant McDonald’s, the longest in the FA’s history.
Navin Singh, FA commercial director, said: “We’re delighted to continue our partnership with Mars Wrigley with a renewed focus on KIND and Extra. This evolving partnership aligns perfectly with our passion to encourage balanced lifestyles.”
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