Show Hide image

Tesco to be official England supermarket for the World Cup

The supermarket giant will be an official England sponsor for the duration of the World Cup.

Britain's biggest supermarket bagged the deal by supplanting its rival chain Sainsbury, according to the Guardian.

Although the commercial terms of the deal have not yet been revealed, Tesco intends to get the most for its money during the much-awaited football event which is expected to give a big boost to the British economy.

Tesco's retail and logistics director David Potts told the Guardian that they are fully geared up for the event. The company plans to sell about 300,000 television sets, 8 million packs of trading cards and 800,000 England flags.

It will be competing against Asda, which will be selling official Fifa merchandise. The 2006 World Cup generated £1.25bn in retail sales and the 2010 World Cup is expected to generate the same, according to estimates by British Retail Consortium.