27 May 2022

By: Sport Industry Group

M&S Food is partnering with the England, Scotland, CYMRU and the Northern Ireland national football teams, to use football to help families make healthier choices under its new campaign ‘Eat Well, Play Well’.

The multi-year-deal sees M&S Food, the FA’s and its football teams shine a light on what players eat to help inspire families to eat healthier this summer and beyond. By using the influence of footballing stars, the partners aim to improve the eating choices across the nation.

The partnership has been made across all four of the home nations, England, Scotland, Northern Ireland and CYMRU. It builds on M&S’ existing strong food health and freshness credentials and the ambition set in 2007 to reach 50% of all food sales volume under the Eat Well accreditation by the end of 2022. 

The partnership will include numerous initiatives and activations, from in store exclusives where young footballers can find out their favourite players’ recipes and eating plans and free fruit for kids, to unprecedented online insight on players, managers and legends sharing their favourite Eat Well products. 

Later in the summer customers will also be encouraged to make healthier choices in store through a huge competition that will reward Eat Well choices with an incredible, once in a lifetime prize. 

England Men’s Team Manager, Gareth Southgate, said, “Through our partnership with M&S Food and Eat Well we are aiming to help families across the country make healthier eating choices using the power of football. We believe the fuel and recovery habits of all England players play an important role in their development and performance and partnering with M&S Food on joint initiatives will help inspire and influence this across the England Pathway of teams from Men’s, Women’s, Youth and Disability teams”.

Stuart Machin, CEO of M&S, commented, Today I’ll be writing to all our customers about this partnership and our aim to make a real difference to health and inspire the next generation.

“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.”

The England teams themselves will also benefit from an extra special smoothie bar at their training camp at St George’s Park, where players will have access to M&S' Eat Well smoothies.