The power of the partnership


For a long time, food brand sponsorship of events in the UK has been popular, particularly in the areas of sports and film. These partnerships offer a unique opportunity for food brands to engage with consumers in a fun and exciting way while also increasing brand awareness and loyalty. In this short article, we will explore the success of food brand sponsorship of events and look at some examples of successful activities that have benefited both brands and consumers.

One of the most significant benefits of food brand sponsorship of events is the opportunity to reach a broad audience. Whether it is a sporting event or a film premiere, these events attract a wide range of people with different interests, backgrounds, and ages. For food brands, this is an excellent opportunity to showcase their products and services to diverse potential customers.

A great example of successful food brand sponsorship in the UK is the partnership between Cadbury and the London 2012 Olympics. Cadbury was the official treat provider for the games, and they created a range of Olympic-themed products sold in stores and at the games themselves. The partnership was hugely successful, with Cadbury reporting a 9% increase in sales during the games.

One successful example of sports sponsorship is Lucozade’s partnership with the England football team. Lucozade became the official sports drink of the team in 2004, and their branding was featured on the sidelines during games. This partnership has allowed Lucozade to align its brand with a high-profile sports team, increasing its brand awareness and sales.

Another example is the partnership between Pizza Hut and the NFL for the 2018 to 2021 seasons. Pizza Hut is the official pizza partner of the NFL in the UK, and they offer a range of NFL-themed deals and promotions to coincide with the games. This partnership has been incredibly successful, with Pizza Hut reporting a significant increase in sales during the NFL season.

In the world of film, food brand sponsorship has also proven to be successful. A great example is the partnership between KFC and the release of the movie “The Hunger Games.” KFC created a range of Hunger Games-themed products, including a limited edition burger and fries box, and ran a range of competitions and promotions to coincide with the film’s release. The partnership was hugely successful, with KFC reporting a significant increase in sales during the promotional period.

One of the benefits of food brand sponsorship of events is the ability to create memorable experiences for consumers. A great example is the partnership between Coca-Cola and the FIFA World Cup. Coca-Cola is one of the official sponsors of the World Cup, and they have created a range of memorable experiences for fans. For example, in 2018, Coca-Cola ran a promotional campaign where fans could win tickets to the World Cup and attend a particular Coca-Cola party before the game. This partnership was hugely successful, with Coca-Cola reporting a significant increase in brand awareness and loyalty.

Odeon Cinemas partnered with Pepsi Max and created a joint promotion called “Pepsi Max Presents Odeon Screen Unseen,” where customers can see a preview of a new film before its release date. This partnership allowed Pepsi Max to align its brand with a popular cinema chain and create an exciting experience for film fans.

In conclusion, food brand sponsorship of events in the UK has proven to be a successful marketing strategy for many brands. By partnering with sports and film events, food brands can reach a broad audience and create memorable experiences for consumers; there’s also the added benefit of exposure to an audience that a brand may not normally engage with. The examples highlighted in this article demonstrate the benefits of food brand sponsorship for both brands and consumers, with increased sales, brand awareness, and loyalty being some of the key outcomes. As such, we will likely continue to see food brand sponsorship of events grows in popularity in the coming years.

Of course, not all brands have the deep pockets of those mentioned above. If you own a brand or are a brand manager looking for an opportunity, look at your audience and other brands with the same appeal and aspirations as yours, look at brands that complement your own and think about collaboration. A simple on-pack promotion or social media campaign featuring a discount code or giveaway is an excellent place to start.

As members of The Institute of Promotional Marketing, Wow Me Design are the perfect partner and help create a promotion that works for both partners and will deliver results.

We would love you to get in touch at

Share this article

You may also be interested in...

  • GettyImages-1264849472-scaled.jpg?w=1024&h=1024&scale

    Halloween Trick or Treat Sweets and the Chocolate Sector in the UK: Navigating Cost of Living and HFSS Regulations


    Halloween in the United Kingdom has traditionally been a time of spooks, costumes, and abundant sweet treats. Trick or treating,…

    Read More
  • GettyImages-1048866364-scaled.jpg?w=1024&h=681&scale

    The Autumn Effect: How the change in seasons shapes shopper habits in the UK


    As the vibrant hues of summer fade into the rustic tones of autumn, there is a subtle but significant shift…

    Read More
  • GettyImages-1345030866-scaled.jpg?w=1024&h=683&scale

    A positive move - enhancing academic performance through board games


    Board games have been a cherished pastime for generations, bringing families and friends together for hours of fun and entertainment.…

    Read More
  • GettyImages-149312703-scaled.jpg?w=1024&h=683&scale

    The Power of Pester: How Children Influence Purchases in Toy and Food Shopping


    Children have a unique power known as “pester power,” which refers to their ability to influence the purchasing decisions of…

    Read More