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Advertising Iceland Euro2016

England or Iceland? Supermarket Iceland rebrands as the sides meet at Euro 2016


By John McCarthy | Opinion editor

June 27, 2016 | 2 min read

Supermarket Iceland has acknowledged a glaring issue with its decision to sponsor Euro 2016 underdogs Iceland as the team prepares to shock the English national side.

England or Iceland

England or Iceland

After penning a ludicrous sponsorship with the nation of Iceland after fans (of the football team, not the supermarket) accidentally congratulated the supermarket (not the football team) on Twitter, birthing a partnership that resulted in a number of humorous videos.

Ahead of Monday’s (27 June) fixture between the Icelandic minnows and England, a store in England’s new home of football (Leicester) has rebranded as England or Iceland.

Recognising that some shoppers may have torn allegiances between it and the English team, the brand completely redecorated the store front.

Iceland, area manager Steve Cropper, said: “We love England, but we love Iceland too of course. So in order to honour both our actual country and our namesake country, we have renamed our store England or Iceland.

“We decided of course to do this at our Leicester store – the city renowned for achieving great things despite being an underdog. The great thing for us is that whatever the result, one of our teams will win.”

Advertising Iceland Euro2016

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