Mars Expands FA Partnership

The Football Association (FA) and Mars Wrigley Confectionery have announced a renewal of their longstanding partnership for a further four years.

The deal, which began in 2009, will not only expand its support for the England men’s team, but will also back the women’s and disability teams, with an increased focus on supporting greater equality, diversity and inclusion at every level of the game.

The new partnership will run until 2022 and the brand will also continue its role as official partner of the FA Mars Just Play Programme. The community project aims to get people of all ages and abilities on local pitches, and will now also place emphasis on BAME, women and those with disabilities.

In addition, Mars Wrigley will, for the first time, provide 200 Level 1 FA coaching bursaries, with a particular focus on increasing equal representation and participation among women and in the BAME community

As well as a retuned inclusivity push, the renewed FA deal will see the relationship extend to all confectionery brands under the Mars Wrigley portfolio which includes chocolate, sweets, ice cream, and chewing gum.

Mark Bullingham, FA group commercial & marketing director, said: “We are incredibly proud to continue our partnership with Mars. This agreement will extend our partnership into its tenth year and beyond, which is testament to the success of the relationship for both partners over this period. The new agreement represents an exciting enhancement of Mars Wrigley’s rights, which is reflective of their commitment to diversity as a business and our vision to make real progress on the inclusion and diversity of The FA.”

Michele Oliver, Mars’ vice-president of marketing, added: “The worlds of both sport and business will be more successful by being more diverse and inclusive, and at Mars we hope our extended partnership with The FA can be a part of leading this change.

“At Mars I have been incredibly proud of the campaigns we have produced to support diversity and inclusion across our brands, and I could not be more excited to have to opportunity to work with The FA to push this agenda further within the national game.”

Baroness Sue Campbell, FA Head of Women’s Football, concluded: “This is an incredibly exciting time for the women’s game as we seek to double participation by reaching out to ALL girls and women and at the same time build a system capable of delivering consistent success on the world stage. To have the backing of Mars Wrigley Confectionery for the Women’s National Team over the next four years will help us to drive and achieve our ambition.”