Ground-breaking three-year partnership with Birmingham City Ladies Football Club

The Federation of Quebec Maple Syrup Producers has announced a ground-breaking sponsorship deal with Birmingham City Ladies Football Club through its brand, Maple Products from Quebec.

The three-year agreement, the biggest partnership deal in the Blues ladies’ team history, will see the Maple Products from Quebec logo on the front of the first team playing kits and replica shirts.

The Federation looks after the interests of more than 7,500 maple businesses in Quebec, Canada. Maple Products from Quebec has strong ties with sport: the official energy source of the Quebec Cycling Federation since 2015, and as a partner sponsor of two official events staged by the Union Cycliste Internationale (UCI) each year in Canada.

The new deal with BCLFC is the latest stage of Maple Products from Quebec’s association with the club, having sponsored the girls’ Regional Talent Club during the 2016/17 season.

Maple Products from Quebec and Birmingham City have partnered to promote the nutritional benefits of pure Quebec maple syrup as a healthier alternative to processed sugars and other sweeteners.

The partnership aims to inspire girls and young women to take up sports activity and educate them about the importance of nutrition in sports and everyday life.

Pure Quebec maple syrup is a 100% natural, unprocessed product, packed not only with essential minerals and antioxidants, vital for athletic performance, but also with simple carbohydrates that easily metabolise glucose and provide energy before, during and after exercise. It is also a vegan product.

Serge Beaulieu, President of the Federation of Quebec Maple Syrup Producers, said: “Scientific studies have confirmed the wealth of maple syrup’s nutritional benefits which have become very appealing to athletes across the UK and Canada. Sponsoring Birmingham City Ladies Football Club will provide a great opportunity to educate the British audience on the benefits of maple in sport, and we look forward to working with the club over the next three years.”

The Federation will work with Birmingham City Ladies’ nutrition coaches to develop the players’ knowledge of diet and nutrition, as well as create bespoke recipes and meal plans for match days and training schedules.

Chris Brewerton, Business Development Manager at Birmingham City Football Club said: “The partnership with Maple Products from Quebec is fantastic for the club. Through their partnership last season with the Ladies’ Regional Talent Club, the Federation has seen the wonderful potential of ladies football, and the fact that they are now branching out to be involved with the first team shows their commitment and interest in a hugely positive part of BCFC.

“We are delighted to be working with Maple Products from Quebec and look forward to a very successful three-year partnership as together we build awareness about the nutritional benefits of pure Quebec maple syrup.”

To celebrate the partnership, the ladies’ first team received special maple syrup products packs, which included a range of samples, recipe ideas and a bespoke maple cookbook created by the Federation’s UK chef ambassador, David Colcombe. The squad also enjoyed an exclusive cooking session with Chef Colcombe at University College Birmingham (UCB), where they were introduced to maple products and learned how to incorporate them into their sporting diets.