Flavoured milk drink Yazoo is kicking off a new promotion for the brand after joining forces with the Schools Football Initiative (SFi).
It is Yazoo's first sponsorship link up and will include joint promotional activity with SFi's major sponsor, sportswear giant Umbro, including national television coverage, radio and on-pack promotions. The deal, agreed until 2005, will form part of a "multi-million pound" brand investment.
John Lee, MD of brand owner Campina, said: "The SFi has grown to become the largest scheme of its kind in the country, and therefore it makes sense for Yazoo to back such an important programme."