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The FA and Mars Renew Partnership

Tue 3rd Dec 2013 | Football Sponsorship

The FA and Mars Chocolate UK have renewed their partnership for another four-year term,

The deal sees Mars continue their role as Official Supporters of the England Team and remain as Official Partners to the ‘Just Play’ programme until July 2018.

The Just Play programme was launched in June 2011 with the aim of increasing the numbers of adults playing football. Over the next four years, one million more Just Play opportunities are planned, with more sessions in more places across the country.

Building on the success of the programme to date, the number of Just Play centres will increase to 300, and 500 Just Play organisers will have been trained.

This will make Just Play the country’s biggest and fastest-growing adult football participation scheme. Since its introduction in 2011, the programme has helped to boost football participation numbers by:

Speaking of the renewed partnership, England manager Roy Hodgson, said: “Mars has shown a genuine commitment to making it easy for adults to get back to playing football. This goes hand-in-hand with the enthusiasm of our fantastic fans and the support our team enjoys from all corners of the country. Extending The FA’s partnership with Mars is extremely positive news for the English game."

Kelly Simmons, The FA’s Director of National Game said: “The FA Mars Just Play programme has been a great success so far, with participation numbers exceeding expectations. We hope that in such a big football year, Just Play can really help to build excitement around the game, whilst encouraging more and more adults to get back into football which is extremely important for our National Game Strategy.”

Fiona Dawson, President of Mars Chocolate UK, added: “We are extremely proud of Mars’ great heritage of working within football. Extending our partnership with The FA enables us to build on Just Play’s success and together we want to get even more adults back on the pitch.

“Over the next four years, we’ll be working to create one million opportunities to participate in a kickabout close to home. And, as a treat during the tournament next summer, Just Play for Free will encourage fans to rediscover their love of playing when football fever is at its highest."

The agreement was negotiated by The FA’s sponsorship team, led by Peter Daire who commented: “I’m delighted we have signed Mars for a further four years. Mars are great to work with and their promotion of England and Just Play is of huge benefit to The FA as a whole. It is testament to the strength of The FA Partner Programme that we are able to sign long term deals with such blue chip brands”.

Posted by: Aaron Gourley

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