Mars Wrigley renews FA partnership with brand focus shifting to KIND and Extra

Mars Wrigley UK has announced that it is renewing its partnership with The Football Association (FA).

The renewal will evolve the firm’s relationship with the FA from Snickers to KIND and Extra, as part of our drive to offer health-conscious customers a more balanced choice through their everyday snacking options.

Both brands will be supporting the England Women’s, Men’s and Para teams over the coming years.

The evolved partnership comes at a time where the entire category is expanding, as food and drink companies look to offer greater choice to consumers, and Mars Wrigley said it is uniquely placed to support this growth through KIND and Extra.

Football is a culture moment in the UK and “our research shows that of the general population who watch sport, over 55 per cent watch football,” explains Kerry Cavanaugh, business unit director, Mars Wrigley UK. Football is embedded into our culture, and the data shows that during the UEFA EURO 2020, overall grocery sales increas ed by 12.7 per cent, while confectionery sales grew by £4.2 million.

“We are absolutely thrilled to be a new supporter of the Football Association.The KIND brand is built on great tasting, nutritious products and very much aligns with helping to achieve a balanced lifestyle,” Peter Morris, KIND UK market director, said.

“We are excited to be on this journey with them for the next few years. This year, we are proud to be supporting the England Woman's Football team and will be cheering them on at the summer tournament.”

Navin Singh, commercial director at the FA, said: “We are 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. We thank Mars Wrigley for their continued support across our England teams and we look forward to working together over the coming years.”

The announcement comes at a time where The FA have recently launched The Greater Game – a health and wellbeing programme, aimed to inspire young people to lead healthier lives.