Peter’s Food Service is to be the official pie of Masters Football on Sky Sports for another year.

The snack supplier will again sponsor the veterans’ six-a-side kickabout, which begins on 12 June, in a deal involving shirt sponsorship, arena advertising and pre-event marketing.

The event, which has featured top former pros such as Gianfranco Zola, Ian Rush and Peter Beardsley – often boasting pie-enhanced physiques compared to their playing pomp – is now in its tenth year.

Held across venues in Glasgow, Liverpool, Sheffield, Birmingham, London, Nottingham and Manchester, the final is on 4 September.

“The nation is football-mad and it is our ambition to be regarded throughout the UK as ‘the football pie’,” said Peter’s MD Neil Court-Johnston.

“As well as being a lot of fun, this event gives us a unique opportunity to engage with our core audience in a range of innovative ways from building brand awareness to product sampling.”

“To have a company like Peter’s on board, which is making a big impression at football stadia and arenas up and down the country, is great news for the competition,” said Masters Football commercial manager Adam Benson.

Peter’s currently supplies 38 major sports arenas around the UK.

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