Hasbro’s outdoor sports range Nerf is to sponsor the Junior Premier League.
As part of the deal, all clubs in the league – which will now be called the Nerf Junior Premier League – will receive a box of Nerf merchandise, while the brand will also support its events.
"Having an internationally recognised brand, and the world’s premier branded play company, as our title sponsor is fantastic for us and we are looking forward to building a long-term relationship," said JPL chairman, Martin Brock.
Henry Gordon, senior brand manager for Nerf, added: "Partnering with the Junior Premier League is an exciting opportunity for the Nerf brand in the UK. Nerf is all about active play and allowing kids to achieve the impossible.
"The brand started as a foam ball in the 1960s, so it’s a great fit for us to be able to partner with a sport so close to the brand’s DNA."
The sponsorship will mean the JPL can expand its Fusal tournament, as well as giving it the opportunity to create a brand new Street Soccer competition. It will also help with the development of the coaches and enhance the Cup Final at the end of the season.