Food giant Mars Wrigley Confectionery (previously Mars Chocolate) has agreed to work with The Football Association (FA) for a further four-year term, with an increased focus on supporting greater equality, diversity and inclusion at every level of the game.
Mars Wrigley will extend its role as Official Supporter of the England Team and Official Partner to the FA Mars Just Play programme until July 2022; a partnership that began in 2009.
The renewed deal will see the relationship extend to all confectionery brands within the Mars Wrigley portfolio – including chocolate, sweets, ice cream, and chewing gum – allowing the business to develop integrated sponsorship campaigns across the range, as well as increase the scale and reach of the partnership nationwide.
In addition to this, to reflect the ambition of both organisations to drive the diversity and inclusion agenda, the partnership includes a number of new rights and benefits that demonstrate this commitment. Mars Wrigley has now extended the sponsorship agreement to include the England Women’s and Disability Teams. This will allow both organisations to realise their joint ambition to grow the game in England, with a focus on supporting these two groups.
The FA Mars Just Play programme, which has already provided 2.7m opportunities for adults to play football, will extend its remit to ensure that it reaches a broader range of participants, including Black, Asian, and minority ethnic (BAME), women and disability.
In addition, Mars Wrigley will, for the first time, provide 200 Level 1 FA coaching bursaries, with a particular focus on increasing equal representation and participation among women and in the BAME community.