UK retailer, Marks & Spencer (M&S) has announced a new joint partnership with English football’s governing Football Association (FA), the Scottish Football Association (SFA), Football Association of Wales (FAW) and the Irish Football Association (IFA).
The multi-year collective deal, focused on the brand’s M&S Food division, includes both physical inventory and content integrations.
Primarily, stars of the English, Scottish, Welsh and Northern Irish national teams will be taking part in initiatives promoting a healthy diet.
The first purpose-driven marketing campaign will launch in July, with activations and promotions also taking place in M&S retail locations built around the healthy lifestyle of football players.
The deal with the FA has seen the installation of a branded smoothie bar at the England teams’ purpose-built St George’s Park training facility.