Mars clashes with Nestle over sponsorship rules breach

Mars and the Football Association (FA) are considering taking legal action against Nestle over its latest KitKat advert, which they believe breaches sponsorship rules.

Confectionery giant Mars is in talks with the FA over Nestle's football-orientated ad campaign for KitKat, reports Marketing Magazine.

The advert, which features a girl with her fingers crossed sporting a face painted England flag on her face, is currently airing on TV.

Mars and the FA believe Nestle is "passing off" an association with the England football team even though it is not an official sponsor.

A source close to Mars told the news provider: "I wouldn't be at all surprised if this ended up with legal action."

Last October, Mars announced a five-year partnership with the FA and it is an official supplier to the England team.

The FA and Mars declined to comment, but a Nestle spokesman told the website: "We considered the matter carefully and do not believe we have infringed any third-party rights."

Last month, the news provider reported that Nestle was going to extend its confectionery range by launching a new KitKat Chunky Caramel Duo in order to expand its kingsize singles products.

Posted by Jason Webster