Mr. Porky, the UK's leading pork scratchings brand, is back on TV as the sponsor of ITV's coverage of the English Football League (EFL) and Carabao Cup throughout the 2026-27 season.
This latest activity builds on the brand's recent success sponsoring the PDC Darts on Sky Sports, further reinforcing Mr Porky's presence in live sport and helping to build awareness with both core and new audiences.
Launching this August, the sponsorship includes branding across 19 live matches – ten EFL fixtures and nine Carabao Cup games, including semi-finals and the final, in addition to more than 60 highlights programmes.
Sponsorship bumpers will run across ITV1, STV, ITV4 and ITVX. Mr. Porky worked with Bray Leino to deliver a new sports sponsorship campaign designed to increase purchase frequency among lapsed consumers, build brand fame and drive growth across the pork scratchings category.
The brief was to remind consumers why they love pork scratchings, and this media property taps into a classic scratching occasion: watching the game, often with a pint and a snack.
Matt Smith, Marketing Director at Mr. Porky says: “Pork scratchings are a unique snack and, as the market leaders, we want to grow the category by reminding people that there really is no matching a scratching. What better way to do that than through partnering with ITV and their coverage of the nation’s favourite sport.”
Kate Cox, CEO of Bray Leino adds: "Alongside Mr. Porky and ITV, we wanted to remind people how much they love a scratching and to encourage consumers to choose scratchings the next time they pick up a snack. Tapping into a sports audience is the perfect way to make the brand mainstream and we’re excited to see this campaign come to life over the coming season.”
Jason Spencer, Business Development Director at ITV says: “We know that sport on TV gives brands and advertisers the opportunity to be part of shared and emotionally engaged cultural moments, so I am delighted to welcome Mr. Porky as the new sponsor of our EFL and Carabao Cup coverage, supporting the next stage of their brand growth.”
ITV Sport’s next EFL fixture will be Round Two of the Carabao Cup next Tuesday 25th August on ITV1 and ITVX from 7:30pm.
ITV's free-to-air coverage of the match between Nottingham Forest and Leeds is part of ITV's ongoing deal with the English Football League. ITV Sport will also broadcast Middlesbrough v West Brom on Saturday 29th August and Millwall v West Ham United on Saturday 19th September.