Weetabix and The FA partner for healthy eating initiative

20 Nov 2020

By: Sport Industry Group

Weetabix has teamed up with The FA in a new partnership which aims to encourage people to embrace healthy choices through their new ‘Eat Well, Live Well, Play Well’ initiative. 

The partnership, which will see Weetabix become the Official Breakfast Category Partner of the England Women’s and Men’s Senior Teams will also involve the brand becoming the lead partner of The FA’s girls’ participation programme, now renamed Weetabix Wildcats. 

The pair will commit to doubling the number of Wildcats providers - of which there are currently more than 1,600 - by the end of 2024 and will work closely with performance experts at St. George’s Park to implement learning about nutrition as part of the Weetabix Wildcats programme.

According to The FA, the new partnership will focus on Weetabix Original’s ‘nutritional credentials’. 

“This is huge news for Weetabix. We are already known as the nation’s favourite cereal and working with The FA will only cement this further,” said Gareth Turner, Head of Brand, Weetabix.

“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, Commercial and Marketing Director, The FA, 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.

“We’re thrilled to also announce Weetabix as the Official Breakfast Partner of the England Senior Teams ahead of the next two huge summers for English football.”

The partnership will run from April 2021, and will take in major tournaments for both England’s Men’s and Women’s teams with the men’s UEFA Euro taking place in 2021 and UEFA Women’s Euro in 2022.  

Supporting activity will feature across all Weetabix-branded cereal products, including Oatibix.