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Marketing Iceland Euro 2016

Iceland (the supermarket) is sponsoring Iceland (the country) in Euro 2016 bid


By Jennifer Faull | Deputy Editor

June 2, 2016 | 2 min read

Supermarket Iceland has decided to sponsor Iceland in its bid to win the Euros this year and will encourage Brits to make the national football squad their ‘second team’ during the tournament.


The idea was born after fans took to Twitter to congratulate the country on its surprising win to qualify for the Euros, but used the supermarket's handle instead.

“Suddenly it made perfect sense; rather than supporting just our main national teams, why not get behind yet another, as our second choice, to double the fun?” explained Iceland Food’s social media manager Andy Thompson.

It will see Iceland (the supermarket) roll out a series of tongue-in-cheek short films on its social channels showing behind the scenes footage of the team in training.

“The Icelandic have a quirky sense of humour that we really identify with, plus, of course, we share a name. The football team have been more than happy to work with us on some engaging content – looking at our national idiosyncrasies, plus training and nutrition tips – as well as having some fun," added Thompson.

In addition to the social push, co-branded scarves are being handed out to get British supporters behind the smallest nation in the tournament.

Marketing Iceland Euro 2016

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