Gum sticks with Premier League

23 February, 2007

Wrigley has signed a three-year sponsorship deal to become the official chewing gum of the Premier League.

The partnership will last until the end of the 2009/10 football season and includes a brand presence on, with Wrigley owning the virtual goals section. TV ads and PR activity will back the partnership.

Marketing director Toby Baker said: "An association with the biggest domestic football league in the world is very exciting for Wrigley's Extra. Thirteen million adults in the UK chew Extra every day and many of these watch and follow Premier League football, so it is the ideal partnership for the brand."

Singer and footballer's wife Louise Rednapp will be the centre of Wrigley's latest TV ad campaign for Orbit Complete. Wrigley says the ads will focus on the plaque-reducing effects of the gum's ingredient Xylitol. Redknapp will also get involved in promotional activity.

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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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