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England, Scotland, Wales and Northern Ireland FAs agree M&S Food deal

Stars of the English, Scottish, Welsh and Northern Irish national soccer teams will feature in healthy diet initiatives.

27 May 2022 Rory Jones

Getty Images

UK retailer Marks & Spencer (M&S) has announced a new joint partnership with English soccer’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 soccer 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.

Stuart Machin, chief executive of M&S, 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.”

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