Kellogg’s is rolling out its football camps promotion for a third year, with more than 39,000 free places available for children across the UK.

The brand has renewed its partnership with the English Football League, Manchester City, Celtic FC and Rangers FC for 2026, with camps returning from 27 June for girls and boys aged five to 15.

Taking place across more than 73 clubs around the UK, the programme is designed to help children stay active during the summer holidays, with sessions led by FA-qualified coaches focused on football, confidence and participation.

Parents can access a free camp place by buying a promotional pack of Kellogg’s cereal and redeeming the code through the on-pack QR mechanic.

Free camp codes are appearing on packs of Rice Krispies, Coco Pops and Corn Flakes from 1 April until the end of June. Shoppers scan the QR code or visit Kelloggsfc.com, where they are directed to Kellogg’s Town to register and claim a place, subject to availability.

Kellogg’s said the initiative is also helping it reach families who may otherwise miss out on holiday activities. One in four attendees in 2025 lived within one of the UK’s most deprived postcodes.

Dean O’Brien, UK general manager at Kellogg’s, said: “We’re proud to bring Kellogg’s Football Camps back for a third year, helping parents during the school holidays and giving children the chance to stay active.

“Our goal is to make camps more accessible, especially for families who might otherwise miss out. Working closely with club charities across the country helps us ensure the camps are open to everyone, inclusive and able to deliver real impact.”

The campaign is being supported with digital, PR, out-of-home, on-pack and in-store activity from April, giving retailers a strong seasonal platform around family breakfast, sport and summer engagement.

Retailers will be able to use dedicated POS toolkits to support participating packs and promotions, including free-standing displays, theatre-style activations and depot POS.

Kellogg’s is also layering in retailer-specific mechanics. Tesco shoppers can enter a text-to-win promotion to win a Puma football bundle and an extra free day at camp from 15 April to 12 May. At Sainsbury’s, shoppers who buy a promotional pack of Kellogg’s cereal between 27 April and 17 May will receive a free Kellogg’s football.

The wider campaign also includes a prize draw offering four “ultimate football experiences” tied to Kellogg’s club partners, including matchday tickets, training ground tours and signed merchandise.

That mechanic will appear not only on Rice Krispies, Coco Pops and Corn Flakes, but also on Special K, Crunchy Nut, Nutri-Grain Bars and Rice Krispies Squares, broadening the campaign’s reach across the cereal and snacking portfolio.

Debbie Cook, EFL director of community, said: “Our partnership with Kellogg’s helps us extend that impact even further, once again giving thousands of young people the chance to stay active and grow in confidence.

“These camps don’t just keep children entertained – they bring communities together, offer vital support to families during the busy school holidays, and showcase the important role clubs play.”

Last year, the scheme delivered more than 16,000 hours of coaching. For Kellogg’s, the return of the programme gives the brand another major family-focused activation in a summer expected to be packed with sport-led promotions across grocery.