Pork scratchings brand Mr Porky has signed up as sponsor of ITV’s coverage of the English Football League (EFL) and Carabao Cup for the 2026/27 season.
The sponsorship launches this month and includes branding across 19 live matches, comprising 10 EFL fixtures and nine Carabao Cup games, including the semi-finals and final. The agreement also covers more than 60 highlights programmes, with sponsorship bumpers running across ITV1, STV, ITV4 and ITVX.
The activity follows the brand’s recent sponsorship of PDC Darts coverage on Sky Sports.
Mr Porky has also unveiled a new advert called ‘Scratch Day Analysis’, designed to drive purchase frequency, increase brand awareness and grow the pork scratchings category. It features a football fan eating pork scratchings while watching a match, with his snacking technique analysed using football pundit-style commentary.
