York is to be a major player in the FA Premier League after Nestle-Rowntree clinched a massive sponsorship victory.

As the 1998 World Cup kicked off in France this afternoon, the Evening Press can reveal the confectionery giants have secured a new sponsorship tie-up with the glamour division of English football.

A sizeable chunk of the deal means the firm's Yorkie bar - manufactured in York - will be the 'official confectionery' of the Premiership.

A spokesman for the FA Premier League today declared: "As Carling is the official sponsor of the Premier League, then Lucozade is the official sports drink of the Premier League, and McDonalds is the official restaurant of the Premier League.

"Now the Yorkie bar will become the official chocolate bar of the Premier League."

The link-up with the elite corps of English football is a ringing endorsement of not only the Yorkie bar, but also of Nestle-Rowntree after a conscious switch by the FA Premier League to concentrate on what it termed as 'blue chip brands'.

The sponsorship package, which is for the entire 1998-99 season, will also include perimeter board advertising at every Premier League game, match sponsorships and 'opportunities for promotional tie-ups'.

Enthused Paul Kirkwood, spokesman at the York base of Nestl-Rowntree: "We are absolutely delighted with the deal.

"We were looking for a national sponsorship deal with football rather than an individual club. This gives us national coverage for a brand like Yorkie covering the entire country."

He added: "The target audience of the Yorkie bar - 18-30-year-old men - makes the link with the Premier League ideal.

"Nestl-Rowntree are confident that the FA Premier League endorsement of the Yorkie brand will be a huge success.

"In conjunction with the agreement, Yorkie are planning a wide array of ventures and promotions to ensure that all self-respecting fans will be happily munching a Yorkie next season."

The cost of the sponsorship package is not being disclosed.

Premier League chief executive Peter Leaver: "Nestl-Rowntree Ltd is a world-class company that has teamed up with a world-class football league.

"This sponsorship deal is good news and reflects the development of our approach to commercial partnerships."

In a policy switch, the League has honed its commercial wing to concentrate on selected firms.

The League believes Nestle-Rowntree will enjoy an immense spin-off from the increasing interest across the world in the Premiership, which has become a magnet for a battalion of the foreign footballers.

Declared Stephen Pearson, commercial director of the FA Premier League: "We are delighted that a company of this stature has decided to form a partnership with us.

"This deal clearly demonstrates the value and success of the FA Premier League and the possibilities that are opening up for our sponsors and partners."

Nestl-Rowntree, who re-launched the Yorkie just three months ago, have also been confirmed as the sponsors of the Evening Press World Cup tournament for York children.

This will entail the production of five special editions of the newspaper for free distribution to the youngsters taking part in the event, which kicks off on Saturday and runs through to World Cup Final day on Sunday, July 12.

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