Nestlé x Everton partnership: Overview
- Nestlé partners with Everton Women football club in multi-year deal
- Nestlé Confectionery will become the ‘Official Chocolate and Grab Bag Sweet Partner of Everton Women
- Everton says deal is an “important step” in Everton Women’s growth
- Campaign builds on confectionery industry’s growing use of entertainment collaborations to drive sales
- Confectionery collaborations offer low-risk way to innovate and create new products
Nestlé’s throwing its support behind women’s sport.
The world’s biggest CPG is teaming up with Everton Women football club (soccer to our American friends) in a multi-year deal that proves just how fast the sport is growing.
Amongst other things, the agreement will see Nestlé Confectionery become the ‘Official Chocolate and Grab Bag Sweet Partner of Everton Women’ and an official supplier to their stadium.
“Nestlé Confectionery is excited to be an Official Partner of Everton Women,” says Gail Stove, out of home confectionery lead for Nestlé UK & Ireland.
The partnership comes as women’s football gains global interest, sponsorship deals and media attention, making it an attractive platform for CPGs looking to engage with families and younger consumers.
“We are delighted to welcome Nestlé Confectionery as a partner,” says Andrew Middleton, president of business operations at Everton. “Like Everton, Nestlé’s brands have been part of family life for generations, making this a natural fit for our supporters and matchday experience.”
Middleton went on to say the partnership is an “important step” in Everton Women’s growth.
Confectionery collabs continue
Nestlé x Everton is the latest is a long line of confectionery collaborations, including M&M’s x Warner Bros, Quality Street x Monopoly, KitKat x Formula 1, and Ferrero x FIFA World Cup, as brands look for new and creative ways to spark shopper interest, drive sales, and connect with consumers beyond traditional advertising.
But it’s not just about entertainment.
Brands are also pairing up with each other, as evidenced by Haribo x Ritter Sport, Flipz x Dunkin’, and Cadbury x Oreo.
Why?
Because, in a crowded market where truly new product ideas are hard to come by, teaming up with other brands gives manufacturers a low-risk way to innovate and create new products that will excite consumers and drive sales.
And, if it happens to support women in the process as Nestlé x Everton does, well then it’s a win win!
