EFL and Kellogg’s agree to five-year deal

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EFL and Kellogg's
Image via EFL Communications

Kellogg’s, one of the UK’s most popular cereal companies, has joined the English Football League (EFL) and EFL Trust as an Official Partner. 

Football and cereal are part of millions of people’s daily lives in England and Wales, so the EFL and the EFL Trust’s network of Club Community Organisations will collaborate with multinational food manufacturing company Kellogg’s to positively impact the 72 communities where EFL clubs are located.

Kellogg’s will have a presence across all three divisions and five Wembley finals, as well as working with the EFL’s charitable arm through the end of the 2027/28 season, behind popular favourites of millions of UK households such as Corn Flakes, Rice Krispies, and Coco Pops.

EFL Chief Commercial Officer Ben Wright shared his thoughts on the newly established partnership.

“The EFL is excited to be joining forces with a trusted global brand in Kellogg’s and we look forward to the impact that this partnership will deliver over the coming years, with the backing of a household name,” he stated via press release.

“With growing attendances, bigger audiences and an enhanced sponsorship portfolio, the EFL’s popularity is clear. Eighty per cent of the population live within 15 miles of an EFL Club and millions of fans come through the turnstiles every month, meaning the League has the ability to forge strong connections with families on a nationwide scale.”

EFL Trust Chief Executive Officer Cathy Abraham outlined the long-term impacts, adding via press release:

“Between the EFL Trust’s vision and Kellogg’s ambition around the roles we play in our communities, we are perfectly aligned to create a significant and positive impact. Together, we will be a force for good and we will create positive moments for our communities for years to come.”

Kellogg’s UK Managing Director Chris Silcock concluded via media release:

“It’s been our great privilege to be part of British life for more than one hundred years, so it’s only right we should be joining up with another iconic institution like the EFL. Both Kellogg’s and the EFL are brands at the heart of communities up and down the country and this is the start of a great partnership.”

Established in 2008, the EFL Trust is the charitable arm of the EFL and uses the power of sport to improve people’s lives and make a positive contribution to communities across the country. It advises, supports, represents and resources the network of EFL Club Community Organisations.

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Football Victoria partners with SportsAid for enhanced player safety

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Image credit: Sports Aid

Football Victoria (FV) has confirmed a partnership with Sports Aid, which has been named the Official Medical Partner for all FV events.

The collaboration will ensure that participants in these prominent tournaments benefit from top-tier medical support and first aid services.

Established in 2023, Sports Aid has rapidly positioned itself as a leading provider of medical and safety expertise in Australian sport. Based in Melbourne, the organisation has expanded nationwide, offering its services at a variety of events, from grassroots sports to corporate tournaments.

With over 70 partnerships across the country, Sports Aid’s team of accredited professionals—including first aid responders, sports trainers, and event safety specialists—plays a pivotal role in promoting athlete welfare and event safety.

Under the alliance, Sports Aid will deliver medical personnel, including first aid responders and sports trainers, at FV’s major competitions and events throughout Victoria.

Their on-site presence will provide immediate medical assistance for injuries or health concerns, mitigate risks associated with physical activity, and enhance overall safety for players and spectators alike.

FV’s Executive Manager – Commercial, Chris Speldewinde spoke about the role Sports Aid will play in improving Victorian football.

“Their expertise ensures the safety of our participants, which is paramount in delivering outstanding sporting experiences.” he said in a press release.

Sports Aid’s founder, James Theodorakopoulos, also commented on the partnership.

“We are thrilled to be working with Football Victoria. Our primary focus is on safety, and we’re committed to ensuring that every player and participant has a seamless medical experience at FV events,” he said in a press release.

“It’s not just about responding to injuries, but also ensuring the overall well-being of everyone involved.”

Football Victoria adds Sports Aid on top of recent PILA, VETO Sports and Novotel Preston who all play a specific role in ensuring players involved with FV get the best out of their game.

FV have been focusing heavily on developing local football with facility upgrades, equipment partnerships as well as launching their GO Family football program aimed at improving fitness and building stronger family connections.

This specific partnership with Sports Aid is another that will play a positive role in the sport across the state.

FIFA, Qatar and world organisations launch Legacy Fund

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Image credit: Shutterstock.com/Jose Breton-Pics Action

FIFA has invested $76.7 million into the World Cup 2022 Legacy Fund, in collaboration with Qatar, the World Health Organisation (WHO), the World Trade Organisation (WTO) and the United Nations Refugee Agency (UNHCR).

Previously announced in November 2022, the fund will aid a number of social programs across the world.

To launch the Legacy Fund, the initiative was presented and signed on an online meeting.

Attendees included FIFA President Gianni Infantino, WHO Director-General Dr Tedros Adhanom Ghebreyesus, WTO Director-General Dr Ngozi Okonjo-Iweala, UN High Commissioner for Refugees Filippo Grandi, and the Supreme Committee for Delivery & Legacy (SC) Secretary General H.E. Hassan Al Thawadi.

The FIFA World Cup Legacy Fund will be deployed across the following streams:

Public Health/Occupational Health and Safety: The Legacy Fund will contribute to programs which aim to improve working conditions, and health and wellbeing. In particular, FIFA will support WHO’s Beat the Heat initiative, to protect people from the hazards caused by extreme heat and the advance of climate change.

Education: In conjuncture with the WTO and International Trade Centre, FIFA will bolster the Women Exporters in the Digital Economy Fund, a program which seeks to empower female entrepreneurs. 

Refugees: In partnership with the UNHCR, FIFA will assist schemes which aim to strengthen vulnerable peoples’ self-sufficiency and access to basic amenities.

Football development: FIFA will place greater emphasis on finding young talents across remote, marginalised and developing countries through the Aspire Academy and the FIFA Talent Development Scheme, headed by Arsène Wenger. 

FIFA President Gianni Infantino expressed his pride for the Legacy Fund.

“The FIFA World Cup Qatar 2022 Legacy Fund is a landmark project that builds on the unprecedented impact of the tournament from a sustainability point of view,” he said via press release.

“FIFA is taking the concept of a legacy fund to the next level in terms of reach and impact by tackling key priorities such as refugees, occupational health, education, and football development. I would like to thank the UN Refugee Agency, the World Health Organization and the World Trade Organization for their commitment to, and cooperation on, this historic initiative.”

WHO Director-General, Dr Tedros Adhanom Ghebreyesus, described the importance of the partnership.

“The worlds of sport and health must collaborate to create safe, clean and healthy environments for all people engaged in the preparation, delivery and legacy of mega sport events, including workers, athletes, spectators, and communities,” he said in a press release.

To learn more about the Legacy Fund, FIFA has launched a website.

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