Extra Kind FA

In a bid to promote more balanced choices, Mars Wrigley’s Snickers has been replaced by the firm’s Kind bars and Extra chewing gum as partners of The Football Association (The FA), supporting the England Women’s, Men’s and Para teams over the coming years. 

The switch coincides with the FA’s launch of The Greater Game – a health and wellbeing programme, aimed to inspire young people to lead healthier lives.

Peter Morris, KIND UK market director said: “We are absolutely thrilled to be a new supporter of the Football Association. The Kind brand is built on great tasting, nutritious products and very much aligns with helping to achieve a balanced lifestyle. We are excited to be on this journey with them for the next few years. This year, we are proud to be supporting the England Woman’s Football team and will be cheering them on at the summer tournament.”

Navin Singh, commercial director, The FA said: “We are delighted to continue our partnership with Mars Wrigley with a renewed focus on Kind and Extra. This evolving partnership aligns perfectly with our passion to encourage balanced lifestyles. We thank Mars Wrigley for their continued support across our England teams and we look forward to working together over the coming years.”

Kerry Cavanaugh, business unit director at Mars Wrigley UK, said: “Football is embedded into our culture, and our data shows that during the UEFA EURO 2020, overall grocery sales increased by 12.7%, while confectionery sales grew by £4.2m.”