Sainsbury’s puts pounds 15m in Cup link

Sainsbury’s is to spend pounds 15m promoting itself as ’The Official England Supermarket’.

Sainsbury’s is to spend pounds 15m promoting itself as ’The

Official England Supermarket’.



The campaign will begin with a TV ad in April promoting Sainsbury’s as

the exclusive stockist of the Official England Squad Medal

Collection.



This will be followed by a TV ad aimed at mothers and children.



Team, the direct marketing agency which created the link between

Sainsbury’s and The Football Association, will begin promotions next

month.



Customers will be able to exchange Reward Card points for merchandise

from the Official England Merchandise Catalogue.



Some own-brand Sainsbury’s products, such as pizzas and tea will feature

the ’Three Lions’, and, with the help of Delia Smith, Sainsbury’s will

sell a range of ready-made meals.



The store group has even opened a helpline for aspiring footballers who

want to stay fit and healthy.



Sainsbury’s joins competitors Tesco and Asda in the race to become the

supermarket most allied to football in the run-up to the World Cup.



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