Tesco reveals World Cup marketing plans

Tesco is launching a five-pronged strategy to support its role as the official supermarket of the England World Cup team.

Tesco is the only supermarket that can use the official England logo in stores, marketing and merchandise, which will go on sale in May.

Promotions on food include partnerships with brands including Coca-Cola, Walkers and Mars to offer Clubcard holders prizes including tickets to England games in South Africa.

Tesco will also sell World Cup themed food including St George’s flag pizzas and limited edition sandwiches.

The bulk of its activity will focus on a television and press campaign starring football stars Frank Lampard and Peter Shilton, as well as in-store point of sale material and a website to promote a tie up with Match Attack World Cup trading cards.

The partnership will see the supermarket offer exclusive packs including extra cards of international football stars and offer exclusive signed cards, competitions and trading events as the World Cup progresses.

The supermarket also plans to use the World Cup 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.

Tesco director of retail and logistics David Potts revealed the supermarket has extended the deal for a further four years.

Promotions on non-food will focus on 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.

A dedicated World Cup web portal will be launched and each store will have a dedicated World Cup ambassador.

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.

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