Weetabix has strengthened its support of football in the UK to cover the remaining home nations and the Republic of Ireland, ahead of this year’s rescheduled European Championships.

In November, the food company forged an agreement with the English FA which has now been extended to incorporate the respective football governing bodies in Scotland, Wales, Northern Ireland and the Republic of Ireland.

The cereal brand’s agreements with the FA, the Irish Football Association and the Football Association of Ireland encompass both the men and women’s teams, whilst Weetabix’s collaboration with the Scottish Football Association and Football Association of Wales will focus on the female counterparts.

In addition, Weetabix has been designated the naming rights sponsor of FA and FAW girls participation programmes.

Gareth Turner, Head of Brand at Weetabix, explained “We are already known as one of Ireland’s favourite cereals and working with the Football Association of Ireland will only cement this further.

“We’ll be working closely with our trade partners in Ireland to help them make the most of the opportunity. With unique and exciting experiences on offer for football fans as part of our on-pack campaign, we will be adding excitement in-store, driving footfall to the cereal aisle and raising awareness of the entire category.” 

The individual collaborations will include various activations, including exclusive opportunities to win signed shirts and other prizes, attend training sessions and international match tickets.

Weetabix joins a handful of brands that have a presence across all four home nations, including health and beauty retail chain Boots and telecommunications firm BT.

“The growth of the women’s game has been heartening to see, particularly with our national team qualifying for back-to-back major tournaments, in 2017 and 2019,” Ian Maxwell, Scottish FA Chief Executive, commented on the organisation’s agreement.

“Having an association with a brand such as Weetabix will only help continue to grow the women’s game in Scotland and create female role models for youngsters across the country.”