Ginsters is to become an Official Partner of the English Football League (EFL).

Kicking off from August 5, the partnership will see Ginsters become the first ever savoury pastry brand to align with the EFL at a national level with exclusive rights as the EFL’s official pasty, slice and sausage roll.

This major partnership will be further amplified by Ginsters biggest ever on-pack promotion – Tickets & Tenners – with £3m worth of prizes up for grabs. This will be supported by outdoor advertising and a social media campaign.

Kieran Hemsworth, Ginsters managing director, said: “The Ginsters EFL partnership, on-pack activity and support above the line sees Ginsters significantly ramp up the promotion of its core savoury lines. We know that Ginsters consumers are huge football fans, which is why we are committing to our most comprehensive support for the game and the brand to date”.

The Tickets & Tenners promotion will kick off on September 10, and will feature on more than 40 million packs, giving football fans the chance to win £3m worth of cash prizes, pairs of EFL match tickets, season tickets and VIP match day experiences.

POS materials, including window vinyls, wobblers and shelf barkers will be available to retailers.