The FA agrees new partnership with Mars

On 6 October, The Football Association and Mars announced a new five-year partnership which sees Mars initially become one of The FA’s Official Suppliers.

This deal, which is the biggest in Mars’ history, will also help drive one element of The FA’s Get into Football campaign, specifically, reversing the decline in the number of adult 11v11 teams.

The partnership was announced at Wembley Stadium, where The FA’s Director of Football Development, Sir Trevor Brooking, ex-England international, John Barnes and Managing Director of Mars, Fiona Dawson, articulated their excitement at the potential the deal has to help energise the nation’s appetite for football in the build up to the 2010 FIFA World Cup.

“These are exciting times for the England Team and to have Mars on board as a Sponsor is a positive thing,” said Brooking. “This is a terrific partnership and one we’re really looking forward to.

“One of the great things about football is the memories it creates, both for players, at any level, and the fans. Every player begins their career in the grassroots game and if this partnership can help to increase the number of adult players and teams throughout the country, then that will be fantastic.”

As Brooking alluded to, a significant part of this relationship over the next five years will involve Mars focusing its efforts on The FA’s Get into Football campaign, to encourage new and lapsed players to get into the beautiful game.

There has been a decline in men’s 11-a-side football participation in recent years - over the past two seasons alone 1,200 teams have dropped out of leagues - and Mars’ focus will be supporting The FA to recruit and retain players over 18.  The FA, along with Mars, is developing a more flexible approach to playing organised football and therefore tackling possible barriers to entry for players. Mars will be involved in the development and implementation of this major FA initiative.

“Football is our national game and it is, in all its forms, a great way to help people lead an active, balanced and healthy life,” explained Brooking. “We have a target of getting 32,000 registered men’s 11-a-side teams by 2012 whilst also increasing the number of women’s teams from 1,200 to 1,437 within the same timeframe, and Mars’ support will help us.

“Mars has a heritage in football and, in recent years, has undertaken successful campaigns encouraging sports participation, so we see this as a great fit for The FA."

In addition to helping increase participation, as an Official Supporter of the England Team, Mars will also be developing initiatives that will help England fans get closer to the team and make them feel part of the set-up, as they prepare for the World Cup and beyond.

Barnes, who is an ambassador for Mars said: “I was lucky enough to be part of the England team and the positive impact of the fans support cannot be underestimated. With Mars we’re going to help fans feel closer to the team and help their support energise the team too.”

Meanwhile, Dawson said: “Football is fantastic. It’s the biggest sport in the world and it’s got the ability to unite fans and players alike and that, for us, is hugely appealing. It’s about getting the everyday man playing football again and that is really inspiring.

“We’ve had some great fun with our previous campaigns and we know that working with The FA will prove to be a great partnership. It’s a dream come true for us.”

Mars will today launch a nationwide advertising campaign and The Three Lions crest will adorn new Mars packaging from January 2010. Mars will also plan to become Official Confectionery Supplier for Wembley Stadium from August 2010 until July 2014.