Marks & Spencer confirms joint partnership with all UK football associations

British retail company Marks & Spencer has announced a joint partnership with the football associations of all the UK nations: the Football Association (FA) (England), the Scottish Football Association (SFA), the Football Association of Wales (FAW) and the Irish Football Association (IFA).

The multi-year collective deal comprises both inventory and content integrations and is focused on the brand’s food sector. Predominantly, stars of the English, Scottish, Welsh and Northern Irish national teams will be participating in the promotion of a healthy balanced diet. 

The first marketing campaign will launch in July 2022, with activations and promotions also taking place in M&S retail locations built accordingly with the healthy lifestyle of the football players.

A customised smoothie counter has already been installed at the England teams’ purpose-built St George’s Park training centre as part of the deal with the FA.

Commenting on the deal, the chief executive of M&S Stuart Machin said:

“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.”