Pork scratchings brand Mr Porky, which claims to be the UK’s best-seller, has signed a major sponsorship deal to support ITV’s coverage of the English Football League (EFL) and Carabao Cup throughout the 2026/27 season.
The activity builds on the brand’s recent sponsorship of the PDC Darts on Sky Sports, aimed at reinforcing Mr Porky’s presence in live sport and helping to build awareness with both core and new audiences.
Launching this month, the sponsorship includes branding across 19 live matches – ten EFL fixtures and nine Carabao Cup games, including semi-finals and the final, in addition to more than 60 highlights programmes. Sponsorship bumpers will run across ITV1, STV, ITV4 and ITVX.
Mr Porky worked with Bray Leino to deliver a new campaign designed to increase purchase frequency among lapsed consumers, build the brand and drive growth across the pork scratchings category. The brief was to remind consumers why they love pork scratchings, and this media property taps into a classic scratching occasion: watching the game, often with a pint and a snack.
The idea, “Scratch Day Analysis”, is a wry take on football punditry. A fan is enjoying the footy at home, while eating some pork scratchings. As he is engrossed in the game, his eating technique is analysed with familiar clichéd punditry, drawing parallels between moves on the pitch and the fan’s enjoyment of a pork scratching. It’s a fun, immediate and engaging way to remind people of the uniquely meaty taste and crunchy bite that you only get from a pork scratching.
Mr Porky marketing director Matt Smith said: “Pork scratchings are a unique snack and, as the market leaders, we want to grow the category by reminding people that there really is no matching a scratching. What better way to do that than through partnering with ITV and their coverage of the nation’s favourite sport.”
Bray Leino chief executive Kate Cox added: “Alongside Mr Porky and ITV, we wanted to remind people how much they love a scratching and to encourage consumers to choose scratchings the next time they pick up a snack. Tapping into a sports audience is the perfect way to make the brand mainstream and we’re excited to see this campaign come to life over the coming season.”
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