Whole Earth, the natural and organic food brand has announced significant increases to its sports partnerships for 2017/18, to reinforce its proposition of fuelling healthy living and exercise.
The brand has announced two new high profile partnerships; one with Reebok, and another with England Netball. Whole Earth’s existing agreement with the British Triathlon Federation has also been expanded.
As the only food company to partner with Reebok in 2017, Whole Earth will collaborate with the sports brand in a number of projects this year, including multiple sampling initiatives and branding opportunities at Reebok events. Whole Earth has already been part of a large-scale European PR launch for Reebok and joined forces with the brand for an on-pack promotion on its peanut butter jars.
Whole Earth has also taken on a new partnership with England Netball and The Vitality Netball Superleague. Netball is currently the most played female team sport in the UK.
Branding will be visible on court for all England Netball and Superleague matches, which will be seen by 750,000 viewers at home with matches broadcast on Sky Sports. Whole Earth will also feature in the club newsletter.
The brand has also increased its reach with British Triathlon, which has added a new event to its roster. With 80,000 spectators and 6,000 participants at each event, this gives the brand even more opportunity to sample product and increase awareness. The events will be televised for the first time this year, and are expected to attract 2m viewers at home.
The brand will also continue to sponsor the Man V Horse endurance race in 2017 for the fourth consecutive year.
Whole Earth is the fastest-growing peanut butter brand in the spreads category. The brand has overtaken Sun-Pat to become the UK’s peanut butter market leader, with value sales growing at 31% YOY (source: IRI w/e 3rd December 2016).