M&S Food has kicked off a summer of football by teaming up with sticker giant Panini to launch an exclusive sticker Northern Ireland collection featuring the stars from the senior men’s and women’s international teams.
This summer the food retailer is giving local football fans the chance to start collecting limited edition stickers of their favourite Northern Ireland football heroes like Conor Bradley, Justin Devenny and Simone Magill.
The collection includes 50 stickers featuring players and managers, alongside an accompanying album packed with quizzes, player facts and nutritional tips designed to inspire the next generation of footballers. The official album is available for £3 in M&S stores across Northern Ireland, while customers will receive a free pack of stickers for every £20 spent in store.
The launch forms part of M&S Food’s ongoing partnership with the Irish FA, alongside its counterparts in England, Scotland and Wales, which has been in place since 2022. The collaboration uses the power of football to help families make healthier choices.
The ‘Eat Well, Play Well’ campaign connects the eating habits of Northern Ireland’s footballing heroes with their performance on the pitch, promoting positive, relatable health messages for kids in a way that’s engaging, relatable and drives change.
Helping launch the limited edition sticker collection, Northern Ireland football legend Aaron Hughes said: "There’s something timeless about Panini stickers – they’ve always been part of football culture. To now see Northern Ireland players featured like this is a brilliant moment for the game here.
“For young fans, it’s a fun way to connect with the players they look up to, but it also ties in with an important message around staying active and making positive choices. That’s what makes this campaign really meaningful.”
M&S is also encouraging the swapping of stickers with others in their area, helping to build a sense of community around the campaign.
Ryan Lemon, Regional Manager of M&S Northern Ireland, commented: "We’re delighted to partner with Panini and the Irish FA to bring this exclusive sticker collection to our customers across Northern Ireland.
“Football has a unique ability to connect generations, and this campaign taps into that in a really positive way – combining the excitement of collecting with an important message around healthier lifestyles.
“Through Eat Well, Play Well, we’re creating a fund and engaging way for families to connect with local players while encouraging young people to make positive choices both on and off the pitch.”
Eat Well is M&S’s health seal of approval, found on thousands of products to help make healthier choices easier. Every product featuring the Eat Well flower offers a health benefit and supports a balanced diet.
For more information on the M&S Food ‘Eat Well, Play Well’ campaign visit www.marksandspencer.com/football.