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Weetabix partner with FA as part of new healthy choices initiative

The Football Association (FA) and the Weetabix Food Company have partnered together in a new ‘Eat Well, Live Well, Play Well’ initiative put together to encourage a healthy and active lifestyle.


The nationwide renowned cereal company will become the Official Breakfast category partner of the England Senior Teams. It will also become the lead partner of the FA’s Wildcat’s programme, which has been set up to give girls between the ages of 5-11 the chance to get involved with football for the very first time or play football with girls of the same age as them.


The Wildcats programme will now be renamed ‘Weetabix Wildcats’ as part of the partnership. It is hoped that the deal will be able to double the number of Wildcats providers by 2024. There are currently 1,600 providers across the UK that take part in the programme.


Providing girls equal access to participate in football is an organisational priority. This will only be achieved with the support of committed partners and we’re delighted to welcome Weetabix to join us on this journey,” said the FA’s commercial and marketing director, Kathryn Swarbrick said.


She added: “We’re thrilled to also announce Weetabix as the official breakfast partner of the England senior teams ahead of the next two huge summers for English football."



Author: Fred Dobberson