Home unions agree 4-nation sponsorship with M&S Food

May 30 – M&S Food, the food division of the M&S retail chain, has agreed a sponsorship across the four UK Football Associations of England, Scotland, Wales and Northern Ireland.

The multi-year deal, announced with all four nations at the same time, will see M&S launch an ‘Eat Well, Play Well’ campaign aimed at healthy eating and helping people make healthier choices. The campaign will kick off at the start of July just before England host the Women’s EURO 2022.

No value was given for the four-country sponsorship that will be driven through men’s, women’s, youth and disability teams. M&S Food will receive pitch-side advertising, as well as online content with players, managers and legends sharing their favourite Eat Well products.

M&S will activate in-store with promotions featuring players’ recipes and eating plans and free fruit for children.

Stuart Machin, chief executive of M&S, said: “By harnessing the influence of the players as role models, we want to encourage children and families to make healthier food choices through choosing Eat Well.

“We have nearly 2,000 delicious Eat Well products across our Food Hall, and online through Ocado, from great quality fruit and vegetables to meals, snack and drinks, all at trusted value.  We’re constantly developing and improving our ranges, to give our customers delicious, healthier choices every day.”

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