England football chiefs replace Snickers sponsor in new health drive
BARS of Snickers chocolate have been subbed by England footie chiefs in a new health drive.
The treat, a partner of the England and Scotland teams, has been replaced by healthier Kind cereal bars.
FA officials did not want stars including Harry Kane and Beth Mead to be associated with Snickers after last year launching The Greater Game scheme to inspire youngsters to be healthier.
Instead they will now be promoting Kind bars, which have a lower sugar and calorie count, and Extra chewing gum.
The move is part of a new sponsorship deal with Kind owners Mars covering this year’s women’s World Cup and 2025 Euros, and the men’s Euros in 2024 and the World Cup in 2026.
Kerry Cavanaugh, UK marketing boss of Mars Wrigley, said: “For this latest chapter of our FA partnership it felt right to focus on a new healthier product.
“Our Kind bars and Extra gum are a better fit for that than Snickers.”
Navin Singh, FA commercial director, said: “This evolving partnership aligns perfectly with our passion to encourage balanced lifestyles.”
Mars, which bought the Kind brand in 2020, has been an FA sponsor since 2009.
Last year the FA ended a 20-year sponsorship tie-up with fast food giant McDonald’s, the longest in the FA’s history.