England's Football Association has confirmed its much-vaunted deal with confectionary brand Mars. The five-year agreement will see Mars initially becoming one of the FA's official suppliers before becoming a so-called 'supporter' of the national team, promoting the development of grassroots football. In particular it will focus on the FA's 'Get into Football' campaign, designed to encourage "new and lapsed players to get into the beautiful game."

Mars will also becoming an official confectionary supplier to Wembley Stadium, England's national arena and headquarters of the FA. That element of the deal will begin in August 2010 and run until at least July 2014.

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Sir Trevor Brooking, the FA's director of football development, called it "a terrific partnership and one we're looking forward to." The former West Ham player and England international added: "Mars has a heritage in football and, in recent years, has undertaken successful campaigns encouraging sports participation so we see this as a great fit for the FA."

Mars' managing director Fiona Dawson added: "We've had some great fun with our previous campaigns and we know that working with the FA will prove to be a great partnership. It's a dream come true for us."

No financial details were released officially but the deal is said to be the largest in Mars' history, and thought to be worth a minimum of US$8 million per year. Mars also unveiled initial details of its activations plans, which include a nationwide advertising campaign and, from the start of next year, special packaging featuring England's Three Lions crest.