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 www.premierleague.com, 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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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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