Weetabix partners with English Subbuteo Association ahead of World Cup

Leading cereal brand Weetabix has announced a partnership with the English Subbuteo Association.

Aside from fuelling the England squad up with nutritious bowls of bix for this year’s Subbuteo World Cup, set to be held in Tunbridge Wells, Weetabix will provide brand new jerseys, and even a ‘finger physio’ and coach to ensure all players’ digits are in prime flicking condition to give them the best start in winning the tournament.

In a world dominated by screens, the quintessential 1970s and 80s British table-top game’s comeback is a refreshing shift to wholesome, old-school fun. As the game gains popularity, communities across Britain are rediscovering the joy of face-to-face interaction, rebuilding connections one flick at a time; a post-lockdown revival has seen interest grow from four teams pre-Covid, to now over 50 nationally.

The England squad will hope to clinch their first victory this September at the World Cup.

“We at Weetabix are honoured to stand behind the England teams as they gear up for the Subbuteo World Cup,” Lorraine Rothwell, head of brand for Weetabix, said.

“We believe that greatness starts at breakfast. And when you have a Weetabix breakfast, you can tackle whatever’s ahead – big or small. We are passionate about nutritious breakfasts that will set you up for the day – and the English Subbuteo Association will certainly need their Weetabix to hopefully bring home the gold!”

Alan Lee, chairman of the English Subbuteo Association, said: “This tournament isn’t just about winning; it’s about representing our shared values and the joy the game brings us. Together, we’ll give it our best shot and make our supporters proud.

“We’re delighted to have Weetabix on board as sponsors and official breakfast partners and we’re hoping their Bix will give us that all important competitive edge.”

Alongside the partnership, Weetabix held a social media competition in which Brits could nominate themselves or someone they know who is facing an upcoming challenge or goal they’d like a boost with. Winners will receive the Weetabix Advantage to help reach their goal, with a grand prize of £1,000 and a 72 pack of Weetabix Original.