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Weetabix announced as new Official partner of Wales Women’s National Team & ‘Huddle’

Huddle powered by Weetabix

Weetabix Food Company has become the Official Partner of the Wales Women’s National football team and title partner of the FAW Trust grassroots girls’ football initiative Huddle, which will be renamed Huddle, powered by Weetabix.

The agreement is part of a long-term partnership between the UK’s favourite cereal1 and the home nations’ respective football associations.

Showing support for women’s and grassroots football, Huddle, powered by Weetabix, aims to introduce girls aged between four and 11 to football in a fun, friendly and inclusive environment ensuring they have a positive first experience of football. The programme is delivered by clubs and partners across Wales who are committed to introducing football to girls in their communities.

From May, a number of money-can’t-buy experiences with the Welsh women’s team, including the chance to watch training sessions and signed shirts, will also be up for grabs as part of an on-pack promotion on the Weetabix cereal range, as well as ticket prizes to international matches.

Partnering the Weetabix range and its great nutritional credentials with the chance to win amazing football prizes, the campaign aims to drive excitement and relevance to the cereal category.

Gareth Turner, Head of Brand at Weetabix, said: “We are already known as the UK’s favourite cereal and working with The Football Association of Wales and FAW Trust will only cement this further.

“This partnership reinforces our belief that everyone can achieve their best with a proper, Weetabix start to the day, and we’re delighted that we can bring the Weetabix advantage to the next generation of talent through our work with Huddle, powered by Weetabix and the Welsh Women’s teams.

“We’re looking forward to bringing the activation to life, offering football fans in Wales some unique and exciting experiences.”

Lowri Roberts, Head of Women’s and Girls’ Football at the FAW said: “We have ambitious targets for the female game in Wales and are delighted to have a committed partner in Weetabix to help us achieve these.

“Huddle, powered by Weetabix, is focused on fun, making friends, building confidence and provides the perfect start for girls in football. With Weetabix’s support we aim to have 100 centres across Wales by 2023.

“We’re thrilled to also announce Weetabix as the Official Breakfast Partner of the Wales Women’s National Team as we prepare for another competitive FIFA World Cup Qualifying campaign later this year.”

The partnership will kick off in April 2021, with supporting activity featuring across all Weetabix-branded cereal products, including Oatibix.