UK | Kellogg’s Football Camps have kicked off for a second year in the United Kingdom, offering more than 30,000 free places for young footballers and a striking new kit created in partnership with PUMA.
Running at over 70 football clubs across England and Scotland, the campaign has been backed by top-tier names, including the English Football League, Premier League champions Manchester City, and Scottish giants Celtic and Rangers.
The initiative, designed to get children aged 5 to 15 active over the summer holidays, allows families to secure free places by entering codes on special packs of Kellogg’s cereals.
Those who register will also be entered to win exclusive football prizes, including match tickets, club tours, meet-and-greets with players and coaches, and limited-edition merchandise.
A standout feature of this year’s campaign is the debut of a Kellogg’s x PUMA football shirt. Featuring bold colours inspired by Kellogg’s classic cereal boxes, the shirt marked the first time the brand has released a kit as part of the programme.
Kellogg’s UK Managing Director Chris Silcock said the Football Camps initiative is about making a positive impact during the school holidays. These world-class partnerships help support families and bring communities together through sport.
While the promotion is currently exclusive to UK shoppers, it highlighted the kind of large-scale brand collaborations and youth engagement opportunities that New Zealand retailers and parents might expect to see replicated in future.
EFL Chief Commercial Officer Ben Wright said the campaign demonstrates the league’s ability to connect with families.
“With most of the population living within a short distance of an EFL club, we’re proud to work with Kellogg’s to make football more accessible,” said Wright.
For Kiwi families with football-mad children and retailers keeping an eye on innovative marketing, the Kellogg’s Football Camps are a standout example of how sports partnerships, in-store engagement, and youth experiences can come together in one dynamic campaign.
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