M&S has partnered with the English Football Association (FA) to bring the Lions’ Den live online series from Qatar to football fans during the 2022 World Cup.

The sponsorship will see the series broadcast live from the England camp each day from 17 November at 3pm GMT, offering exclusive behind the scenes content with players and England manager Gareth Southgate from the base in Qatar.

The retailers involvement will also see players going head-to-head making M&S smoothies based on their teammates’ characteristics and will exclusively reveal which grassroots team or school has won a training masterclass with the England team in March 2023, as part of the M&S Eat Well, Play Well competition.

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Broadcasting via England’s official YouTube, Twitter, Facebook and Tik Tok channels, this collaboration comes as part of a wider partnership between M&S and the FA to encourage healthier eating among families.

“Our Eat Well partnership with the FA is only in its first few months and already we have seen some exciting activations – including our recent Eat Well, Play Well competition where children could win the chance to have a masterclass with the England team,” M&S food and hospitality marketing director, Sharry Cramond said.

“The next step for us was how we could support the England team in Qatar – so sponsoring the Lions’ Den was an easy decision. Our partnership is all about using the power of football and the influence of some of the UK’s biggest footballing heroes to help families make healthier choices under the campaign banner ‘Eat Well, Play Well'”.