Weetabix and FA team up to drive girl's participation
Weetabix, the cereal brand, today signed up as an official sponsor of the Football Association, English soccer's governing body.
As part of the ‘Eat Well, Live Well, Play Well’ initiative to encourage people to embrace healthy choices, Weetabix becomes the official breakfast category partner of the England men's and women's senior teams.
It also becomes the headline partner of Wildcats, the FA’s girl’s participation programme, which will be renamed ‘Weetabix Wildcats’.
Wildcats is for girls aged 5 to 11 who want to get involved with soccer for the very first time or want the opportunity to play with other girls their own age.
There are currently over 1,600 Wildcats providers across England, and the FA and Weetabix have set a target of doubling that number by the end of 2024.
Gareth Turner, head of brand at Weetabix, said: “This partnership reinforces our belief that everyone can achieve their best with a proper, Weetabix start to the day, and we’re delighted that we can bring the Weetabix advantage to the next generation of talent through our work with the ‘Weetabix Wildcats’ and England Women’s and Men’s teams.
“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.”
Kathryn Swarbrick, the FA’s commercial and marketing director, added: “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.”
The partnership will officially begin in April 2021, ahead of the men's European Championships, the semi-finals and final of which are at London's Wembley Stadium, and the women's tournament a year later, to be staged in England.
• Veo Technologies, an AI-powered sports recording and analysis tool, has partnered with West Ham Women, of the Barclays FA Women's Super League.
The team will use Veo’s AI camera technology to record and analyse training sessions.