As the excitement builds for UEFA Euro 2024, brands are kicking off with new product launches and partnerships, aiming to capture the spending spirit of sporty shoppers. From football legend John Barnes’ plant-based ‘song of the summer’, to Unilever’s £16m push for personal care brands like Lynx and Dove.

“Major sporting events can have a big impact on grocery sales, particularly in categories like alcohol,” says Kantar’s head of retail and consumer insight Fraser McKevitt. “During England’s quarter-final match against France in the 2022 FIFA Men’s World Cup, take-home beer sales hit their biggest daily takings of the year outside of Christmas. Especially if it’s paired with warmer temperatures, this year’s summer of sport could deliver a welcome boost for the sector.”

From bucket hats to barbecues, grocery will see winners and losers this summer, but who will hit the back of the net this Euros season?

This article will be updated as more launches are announced.



Source: Iceland

Iceland’s research found that 85% of those surveyed admitted that watching England take penalties makes them more nervous and sweatier than eating a Vindaloo. In support for the England team the supermarket is bringing back an iconic football anthem just in time for the Euro 2024 knockout stages. ‘Vindaloo’, one of the nation’s most beloved football songs, is getting a launch through a limited-edition Vindaloo frozen ready meal.

The special packaging ready meals, featuring the word ‘Vindaloo’ ten times, will be available in select stores, with Iceland also encouraging radio stations across the country to play the song to boost morale. To up the ante and engage customers, Iceland is hiding £20 vouchers inside the limited-edition curries from 28 June.

“England has officially advanced to the knockout stage, and now is the time for us to rally behind the team,” said Andrew Staniland, group buying director at Iceland Foods and The Food Warehouse. ”Vindaloo is a timeless anthem, and to boost support among our customers, we’re celebrating by introducing special edition packaging for a limited run of our delicious Vindaloo ready meals.”




Source: Budweiser

Budweiser, the official sponsor of the England Men’s Football team, has kicked off its Euro 2024 campaign with a range of launches across grocery and convenience, including limited edition packs featuring the England flag, available across all SKUs. These packs come with a scan-to-win code, giving shoppers a chance to win daily prizes, including LG TVs, bucket hats at Morrisons, flag capes at Asda, £100 gift cards at Aldi, Budweiser pint glasses at Co-op, and signed England football shirts at Waitrose. Tesco and Sainsbury’s are offering exclusive football experiences, such as a three-year Club Wembley Membership and a training session with a former England player at St George’s Park.

“As proud sponsors of the men’s football team, we are thrilled to kick off our activations in the off-trade,” said Mark Wingfield Digby, off-trade sales director. “Budweiser is the number one beer during tournaments, and we’re looking to continue that this summer by helping bring fans closer to the game. We’re using our partnership to get behind England and want to add to the excitement by giving everyone the opportunity to win various prizes, as well as creating unforgettable experiences.”



aldi beer snacks

Source: Aldi

England football fans are set to spill 4.6 million pints of beer each time Gareth Southgate’s team scores at the Euros, according to new research by Aldi. Scenes of fans tossing their pints in the air have become a staple of major sports tournaments. Aldi’s commissioned study found that nearly five million pints will hit the floor every time a Three Lions player nets a goal, a sight eagerly anticipated as England move on to the knockout stages of Euro 2024 and top Group C.

Dr. Eamon Fulcher, Professor of Cognitive Science at Split Second Research, analysed pub celebration videos and estimated that 20% of pints are spilled per goal – 15% thrown into the air and another 5% from movement. With 243 million pints expected to be served in England during the Euros, this translates to 4,628,571 pints spilled per goal. To offset the losses, Aldi is offering 1,000 fans a £5 voucher for beer, equivalent to five and a half pints or seven cans of Galahad Premium Lager. Fans can enter by emailing their name and proof of ID to

aldi uefa euro 2024 tshirts

Source: Aldi

Anticipating a surge in demand as fans prepare for the tournament, Aldi expects to sell over four million packs of crisps and snacks, one million dips, and almost two million pizzas. The retailer also predicts 1.9 million cans of own-label lager and 2.3 million bottles of wine will fly off the shelves in the week leading up to the first game.

Aldi is gearing up with a lineup of special products and promotions for discounter shoppers across alcohol, picky bits, pizzas and more. Launching on 13 June are new Village Bakery Football Crumpets (rsp: £1.19/four-pack) with a checkered football pattern. The retailer also has a new clothing range of England and Scotland UEFA Euro 2024 t-shirts (£4.99), bucket hats (£5.99), hoodies (£12.99) and footballs (£9.99).

Aldi has partnered with Budweiser for a promotion where shoppers can win a £100 Aldi giftcard or an LG TV. Customers need to purchase any Budweiser pack and scan the QR code to enter. With these offerings, Aldi aims to be a one-stop shop for Euro 2024 viewing party essentials.


Gipsy Hill 

The Percival Arms - Percival x Gipsy Hill partnership

Source: Percival x Gipsy Hill

London-based brewer Gipsy Hill has teamed up with menswear brand Percival to open a pop-up pub, The Percival Arms, in Bethnal Green for Euro 2024. Celebrating the brewery’s 10th anniversary, the first 100 visitors each day will receive a free pint. The pub, open Wednesday to Sunday until 4 July, will host live match screenings, comedy events, and football training sessions. Fans can also sign up for the Gipsy Hill newsletter for a chance to win £500 in Percival apparel vouchers.

“The idea of opening up a pub for the Euros started as a joke, but after successfully running events together with Percival for the past year, we thought, ‘Why not?’, said Mike Huddart, Gipsy Hill’s head of marketing. “We’re sure the Percival Arms will quickly become the go-to destination to enjoy the Euros.”




Rapid grocery delivery service Gopuff is offering discounts during Euros 2024, with savings of up to 97%. With an estimated half the nation tuning in for the England games, Gopuff aims to keep fans well-stocked. Offers include Asahi Super Dry (£10/10x330ml), premium wines like Greasy Fingers Luscious Red and Big Buttery Chardonnay for £7.50 each, and Coca-Cola Zero Sugar for 5p.

Food deals include Hackney Gelato Pistachio for 99p, Little Moons Belgian Chocolate Mochi ice cream for £2.72, and Ben & Jerry’s Non-Dairy Cookies on Cookie Dough for £2.57. These offers are available throughout the tournament until 14 July, ensuring fans can get their favourite treats delivered without missing a goal. 



weetabix football euros on pack promotion sport

Weetabix is celebrating its third year in partnership with The FA by launching a football-themed promotion for Euro 2024. The campaign encourages shoppers to scan a QR code on the back of special FA partnership packs to see if they have won a smart watch or a Weetabix-branded football.

The QR code links to the Weetabix ‘Great Starts Game Plan’ hub, with exclusive content from England Men’s and Women’s Nutritionists, including healthy breakfast recipes and lifestyle tips. The initiative also highlights Weetabix’s support for girls’ grassroots football through the Weetabix Wildcats and Huddle programmes, encouraging young girls to get involved in sport.

“Now in the third year of our partnership with The FA, we’ve seen considerable success with our recent football-based activations,” said Lorraine Rothwell, head of brand for Weetabix.

Promotional packs are available in supermarkets and convenience stores now across Original, Banana, Chocolate and Protein ranges.


This x John Barnes

Plant-based meat alternative brand This hopes to inspire Brits to make more sustainable food choices during the Euros and the summer BBQ season with a new parody song and music video ‘This is the One’, staring football legend John Barnes.

“Every time summer comes around people talk about barbecues, football and music,” commented Barnes. “Every time you mention barbecues people get excited – it’s a British tradition – and football of course because the Euros are now here, and everyone loves a football anthem. So when the opportunity to team up with This came along on a song that brings together barbecuing, football, music and helping the environment, it was a win-win situation.”

Known for his memorable rap in the 1990 World Cup song World in Motion, Barnes is back with this Euro-inspired summer BBQ anthem. The track also features a Gareth Southgate lookalike and showcases the brand’s plant-based products, aiming to capture the spirit of summer, football, and back-garden grilling. The range of products includes This Isn’t Pork Sausages, This Isn’t Beef Plant-Based Burgers, and This Isn’t Lamb Kebabs. 

“If there’s anyone qualified to make a summer banger, it’s us, and who better to team up with than the legendary John Barnes?” added This CEO Mark Cuddigan. “As well as making award-winning bangers at This, we believe in the joy of coming together over a meal that’s good for both our tastebuds and the planet. So fire up the grill and turn up the volume because This is the One!”

Read the full story here


Untitled design

Source: Unilever

Unilever is ramping up its retail presence as an official partner of UEFA Euro 2024 with in-store campaigns across the UK. Personal care brands like Lynx, Dove, Radox, and Sure are getting a £16m marketing push designed to capitalise on heightened consumer engagement during the tournament.

The campaign includes the launch of two limited-edition products: Radox Football Fresh Shower Gel with a Sea Salt & Lemongrass scent and Sure UEFA 2024 ‘Fan Edition’ Shower Gel in Aromatic Geranium (both rsp: £1/225ml). The launch will be featured in bespoke retail media displays and digital advertisements, aiming to engaging shoppers in over 6,000 stores, including Tesco, Sainsbury’s, Asda, Morrisons, Boots, B&M and Poundland until August.

“The Euros is set to be one of the biggest events of the summer and we can already feel the momentum building as the nation is filled with excitement,” said Chris Barron, general manager for personal care UK&I at Unilever. “As an official partner and category leader in personal care, Unilever is bringing the excitement around the tournament to life with incredible in-store POS to create ‘retailtainment’ for shoppers. This campaign drives awareness of personal care products, making them unmissable.”

unilever hellmanns sauces sport uefa euros 2024

Source: Unilever

In food, Unilever brand Hellmann’s is getting a football makeover. New limited-edition packaging will feature across Hellmann’s Real and Light Mayo and Ketchup SKUs, as well as the Roasted Garlic Mayo, Chilli Charger Mayo, BBQ Sauce and Burger Sauce SKUs.

“We are delighted to announce our partnership with Unilever for UEFA Euro 2024, a collaboration that celebrates a shared passion and commitment to connecting with football fans across Europe and the world,” said Guy-Laurent Epstein, marketing director at UEFA. “Unilever’s nutrition and personal care brand portfolio reaches billions of people every day, and I am confident that together we will bring a new dimension of engagement and excitement to fans everywhere.”

Unilever also hosted an exclusive event at Sainsbury’s Charlton Riverside on 6 June, showcasing the official Euros trophy and offering consumers the chance to win tickets to the tournament.



Asda Nanzones football england

Source: Asda

As we mark Loneliness Awareness Week, Asda is launching a new initiative to combat isolation among the elderly during Euro 2024 with the introduction of ‘Nanzones’. These football-themed fan zones designed specifically for seniors will provide a welcoming environment for the elderly to gather and enjoy football matches together. The first Nanzones will open on 20 June in Watford, Manchester Eastlands, and Liverpool Arrowe Park for the England vs Denmark game.

This initiative follows Asda’s Togetherness Tracker, which highlighted the need for community support to address loneliness among the elderly. “Sport has a way of bringing people together like nothing else,” said David Hills, chief customer officer at Asda. “That’s why we want to use the power of football fandom to help strengthen community spirit this summer – and the Nanzones sit at the heart of that ambition. Our colleagues and customers really care about supporting the elderly in their communities, and we hope that by encouraging the nation to join our pledge to bring people together, we can help combat loneliness and social isolation.”

In addition, Asda is offering a range of deals to help customers celebrate the tournament. These include discounts on beer, soft drinks, meal deals and barbecue essentials, as well as savings on large-screen TVs for football fans to enjoy their own watch parties. Deals include a 24-pack of Budweiser for £14, a two-for-£20 offer on popular beer brands, and a Take Out Meal Deal including two pizzas, one dip and one side or dessert for £10.


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EUROS 2024 brewdog beer football sport

Scottish brewer BrewDog has launched two special-edition Punk IPA cans for Euro 2024.

“Whether you proudly wear the Three Lions, or, like BrewDog, count yourself amongst the Tartan Army, fans of the two home nations (sorry Wales!) will have the chance to grab a 4 pack to support their team with two patriotic, pre-labelled Punk IPA cans on sale throughout the tournament,” says the brand.

The cans are now available as an exclusive on its online DTC store.



Morrisons Euros Bakery Products 2

Source: Morrisons

Morrisons has launched a selection of deals for football fans including offers on pizza, beer, and wine. Football-themed treats include the Giant Football Cookie (£7), Football Cupcakes (£3.50/six-pack), and Euros Football Crumpets (£1.25). Starting next week, customers can purchase a 14in pizza for £3.50, or two for £5, as well as a pizza and nachos deal of two pizzas and a large nachos for £10.

For drinks, the supermarket has a two-for-£21 offer on selected 10 to 20-pack world beers, including Birra Moretti, San Miguel, and Madri. Wine lovers can take advantage of the ‘buy 6, save 25%’ promotion on over 80 bottles until 18 June, with highlights like The Best Prosecco Rose and The Best Gran Montana Malbec. There are also discounts on champagne, including Veuve Clicquot and Lanson Le Black Creation Brut Champagne.




Source: Heck

Heck is joining the Euro 2024 excitement with the release of new limited-edition sliders, nine mini burgers perfect for half-time sharing snacks. The new pack includes nine mini burgers in three flavours: Chicken Italia, Steak & Butter, and Pork & Apple.

“For when you’re feeling peckish but can’t manage a big burger, our sliders are the perfect matchday snacks, either for munching on whilst the game’s on or refuelling during half-time,” says co-founder Jamie Keeble. “They’re mini versions of our three bestselling full-size burgers – so something for everyone, all in one handy pack.”

Available exclusively at Asda for £4 per 450g pack until 17 July.


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Source: Deliveroo

Deliveroo is teaming up with private football chef Jonny Marsh to offer fans a unique culinary experience during Euro 2024. Marsh, known for cooking for football stars like Kyle Walker and Jordan Pickford, has created an exclusive ‘Baller Bites’ menu inspired by the cheat meals of his famous clients, to be served up during the final two England group stage matches on 20 and 25 June, when the Lions will be playing against Denmark and Slovenia.

Two lucky winners will receive a three-course feast delivered by Marsh himself during England’s group stage matches. The Baller Bites menu features dishes such as buffalo chicken wings, pretzel-coated mac & cheese dippers, and a beef or vegetable vindaloo pie. For dessert, fans can enjoy a limoncello eton mess.

“With a huge number of England fans set to host their own viewing parties at home, we wanted to give our customers a chance to make this summer of football an experience like no other,” said Deliveroo’s head of consumer communications Arabella Jenkins.

“And as England’s most iconic private football chef, who better to bring on board to create a world-class foodie experience than Jonny Marsh? The dishes Jonny has created have all had the players’ seal of approval, so we’re sure the fans will love them too – whether they’re lucky enough to win the full Jonny Marsh matchday feast, or are recreating the dishes themselves using our Baller Bites recipe bundles.”

Deliveroo customers can enter the competition by ordering a matchday bundle from selected restaurants, with the chance to win the exclusive dining experience for themselves and up to three friends. For those who miss out, step-by-step recipes and ingredients are available in the app, allowing fans to recreate the dishes at home.


Marks & Spencer

marks and spencer football sticker panini

Source: The Grocer / Charles Wright

Marks & Spencer is giving away collectable football stickers in partnership with the home nation teams.

From 7 May, shoppers can claim a pack of four stickers with every £20 spent in an M&S Foodhall. Exclusive Panini sticker albums are also available to buy for £3.

Each home nation team has its own album and stickers, in a promotion running in M&S Foodhalls across England, Northern Ireland, Scotland and Wales.

There are 50 stickers to collect per album, made up of the men’s and women’s players and managers.

Read the full article here


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Topps x José Mourinho

The latest campaign is set in a mockumentary-style office marketing meeting, promoting the Topps UEFA Euro 2024 Match Attax cards and sticker collections which are are now available on and at various retailers.

“UEFA EURO 2024 is fast approaching and it’s a real privilege to bring our collectibles to fans ahead of such a big tournament, says Patrick Rausch, chief marketing officer EMEA of Fanatics Collectibles and Topps. ”It’s only right that we enlist the support of Jose to mark such a special moment in the football calendar, and we’re excited for football fans and collectors alike to celebrate UEFA Euro 2024 with us. Happy collecting!”