Mars ties with Football Association and England team

LONDON - Mars will be unveiled as a sponsor of the Football Association (FA) and the England football team at Wembley Stadium on 17 September.

Mars ties with Football Association and England team

The announcement follows the England team's qualification for the 2010 FIFA World Cup in South Africa.

In 2006, Mars 'ambushed' the FIFA World Cup in Germany with its 'Believe' campaign. The activity included rebranding Mars Bars with the word 'Believe', and a major TV push.

The confectionery brand has agreed two separate deals. The first makes Mars an official supplier to the England team through next summer's World Cup, while the second makes it an official sponsor for the four seasons from September 2010. The latter takes place under the FA's new sponsorship structure.

The news of the sponsorship comes less than a week after the FA announced that another England team partner, Carlsberg, had committed its support for a further four-year cycle.

 

 

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