Redesigned on-pack visuals will highlight the brand's sponsorship of the event's Unsung Hero category. Available throughout November, the
packs aim to drive consumers to bbc.co.uk/sportsunsunghero, where they can nominate
individuals from their community.
The sponsorship will be supported by in-store POS and a programme of PR activity in each of the 15 BBC regions.
Robinsons will award
to each of the regional winners.
Jonathan Lee, Robinsons sponsorship and programmes manager, said: "The BBC Sports Unsung Hero award recognises and rewards the enormous effort and commitment that individuals contribute to local
sport. We're delighted to be the sponsor of this award and feel that it's a perfect fit for the Robinsons brand."
The event will be broadcast live on BBC1 from the NEC in Birmingham on Dec 9.