Walkers is celebrating its continued sponsorship of the UEFA Champions League (UCL), with a new on-pack promotion, that will run for 16 weeks until April.

The activity is designed to help retailers capitalise on one of the year’s biggest sporting events, as shoppers are expected to stock up on snacks for their big nights in.

The They Score – You Win promotion, running across Walkers Big Bag, Max and Max Strong skus, offers shoppers the opportunity to win prizes by predicting when a goal will be scored during a UCL football match.

Promotional packs contain a unique entry code which, once entered online, will allow the shopper to select a UEFA Champions League match and minute.

If they guess the correct minute for a goal in the match of their choice, they win £10. All entrants also stand a chance of winning a pair of tickets to the UCL Final in June.

John Artley, marketing manager for Walkers, said: “The UEFA Champions League is one of the world’s biggest TV sporting events of the year and the excitement that it generates brings football fans together, often spending the night in to watch the games with friends and family.

“The big night in occasion itself is worth a staggering £1.8bn a year [Kantar Worldpanel Usage, 31st December 2017], so we recommend that retailers make the most of the opportunity that this event provides as shoppers will be looking to pick up their snacks ahead of the match.”