Tesco has been announced as the official supermarket of the England team ahead of the World Cup, with plans to use the partnership to promote its FA Tesco Skills grassroots football school.
There will be a TV ad highlighting the free football sessions and starter packs Tesco is providing and weekly roadshows with football entertainment throughout June. The supermarket giant is the only supermarket that can use the official England logo in stores, marketing and merchandise, which will go on sale in May.
Promotions include partnerships with brands including Coca-Cola, Walkers and Mars to offer Clubcard holders prizes including tickets to England games in South Africa as well as TVs as Tesco plans to sell 300,000 TV and Freeview sets as customers upgrade their home entertainment systems in the run up to the World Cup.
The World Cup was estimated to be worth £1bn to retailers in 2006 and it is expected to grow by 20% this time around.
Sainsbury’s was the official England supermarket for the 2006 World Cup. Asda parent Walmart is the Fifa’s official supermarket for the World Cup, while Morrisons is sponsoring England’s 2018 World Cup bid.