Weetabix to sponsor Scotland Women’s National Team

Daniel Foley09/03/2021 8:00 am09/03/2021

The Scottish FA has signed a partnership with the Weetabix Food Company, for the cereal brand to become an official partner of the Scotland Women’s National Team.

In an agreement that will run until July 2023, Weetabix and the Scottish FA are encouraging consumers to have a healthier breakfast while promoting other initiatives.

A Weetabix and Scottish FA campaign is set to give away football experiences to supporters. Prizes such as signed shirts, tickets to international matches and the opportunity to attend training sessions will be available to be won from May.

This giveaways will be part of an on-pack promotion on Weetabix Original.

“Through our partnership with Weetabix we will be able to actively encourage the nation to eat healthily and help football fans of all ages across Scotland start the day right,” Scottish FA Chief Executive Ian Maxwell said.

“The growth of the women’s game has been heartening to see, particularly with our national team qualifying for back-to-back major tournaments, in 2017 and 2019.

“Having an association with a brand such as Weetabix will only help continue to grow the women’s game in Scotland and create female role models for youngsters across the country.”

The Scottish FA explained the campaign was hoping to power relevance and excitement for the cereal category, with the combination of nutrition and football prizes.

“This partnership reinforces our belief that everyone can achieve their best with a proper, Weetabix start to the day, and we’re looking forward to supporting the growth of women’s football in Scotland in the years ahead,” Weetabix Head of Brand Gareth Turner said.

“We’ll be working closely with our trade partners in Scotland to help them make the most of the opportunity.

“With unique and exciting experiences on offer for Scotland supporters as part of our on-pack campaign, we will be adding excitement in-store, driving footfall to the cereal aisle and raising awareness and visibility of the entire category.”

Previous ArticleNew support from Victorian Government as part of Sporting Club Grants ProgramNext ArticleFootball fields across Australia to turn purple for pancreatic cancer in June

Victory unites with Roasting Warehouse in culture-led partnership

Patrick Irving16/04/2026 8:55 am16/04/2026

Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

Patrick Irving15/04/2026 6:05 am14/04/2026

Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.