Peanut butter brand Sun-Pat has partnered with Powerleague to “fuel friendship through football” by giving consumers the chance to win one of thousands of hours of free five-a-side football pitch time.

The campaign will see co-branded Sun-Pat and Powerleague peanut butter jars made available across supermarket shelves across the UK and Ireland. Each jar will feature a QR code, allowing customers to scan and enter the competition for a chance to win an hour of pitch time.

With media planning and buying handled by Goodstuff, the campaign’s creative was devised by specialist partnership agency The Space Between.

The FMCG brand’s campaign will be amplified through a collaboration with Gen Z football media brand Rising Ballers, to create engaging content featuring its own star alongside Fulham and Nigeria midfielder Alex Iwobi.

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“I know if it’s down at your local five-a-side or in the Premier League, spending time with your mates is what football is all about,” Iwobi said.

“It’s great to see that Sun-Pat and Powerleague have teamed up to give young ballers the opportunity to win thousands of hours of Powerleague pitch time.”

Powerleague CEO, Christian Rose added: “We’re thrilled to partner with Sun-Pat on this exciting campaign. Football has the unique ability to unite people, and through Sun-Pat Sessions, we’re providing even more opportunities for players of all levels to come together and enjoy time with their friends.