US candy company Mike and Ike is stepping up its game in the UK with its first major marketing push, including advertising at Premiership and Championship football grounds.

The company, which introduced its chewy fruit-flavoured sweets into the UK sugar confectionery market last year, has secured premium advertising positions at Everton and Charlton football grounds for the whole season to help broaden brand awareness.

The brand has also become the official sponsor of SNO!zone, the UK's biggest real snow slope in Milton Keynes. The sponsorship deal will include Mike and Ike SNO!storm freestyle events and party nights at the slope.

"Mike and Ike has taken the UK market by storm with a tremendously successful launch," said Steve Foster, regional manager, Europe. "We are delighted to be supporting the brand with a powerful programme of ads, promotions, PR and consumer sampling."