The FAI has announced another new sponsorship with the Weetabix Food Company becoming its Official Cereal ahead of the new World Cup qualifying campaigns for Stephen Kenny and Vera Pauw’s squads.
The licensing agreement is part of a long-term partnership between Weetabix and the Football Association of Ireland with Irish supporters to be offered exclusive opportunities to watch their heroes train, win signed Ireland shirts and international match tickets in on-pack promotions across the Weetabix range.
A similar partnership has also been signed with the Northern Ireland Football Association.
The campaign aims to drive excitement and relevance to the cereal category by partnering the Weetabix range and its nutritional credentials with the chance to win unique Irish football prizes.
Having a presence on the shelves of the nations food retailers, as well as in the digital environment, will be of significant value in terms of keeping the players front and centre stage and there will be equal representation of the Men’s and Women’s teams which is another key part of what sponsorship can deliver.
“We are already known as one of Ireland’s favourite cereals and working with the Football Association of Ireland will only cement this further,” said Gareth Turner, Head of Brand at Weetabix.
“Our belief is that everyone can achieve their best with a proper, Weetabix start to the day, and we’re looking forward to supporting the Ireland Women’s and Men’s teams in the next couple of years.”
“We’ll be working closely with our trade partners in Ireland to help them make the most of the opportunity. With unique and exciting experiences on offer for football fans as part of our on-pack campaign, we will be adding excitement in-store, driving footfall to the cereal aisle and raising awareness of the entire category.”
“We are delighted to welcome Weetabix to our sponsorship family with this exciting partnership,” said Mark Russell, FAI Commercial and Marketing Director.
“Weetabix will support our efforts to encourage the nation to choose healthy options at breakfast, helping football fans of all ages across Ireland to start the day right.”
The partnership which will run with supporting activity will feature across all Weetabix-branded cereal products, including Oatibix.
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