Iceland has rebranded three of its stores to 'England' in a show of support for the national football team during the World Cup. The Washington branch in Tyne and Wear has been renamed to honour local hero Jordan Pickford, the England goalkeeper.
Rebranding details
The frozen food chain removed 'Ice' from its name and added 'Eng' to create 'England' at stores in Washington, Chingford, and Stourbridge. These locations are the hometowns of Jordan Pickford, Harry Kane, and Jude Bellingham respectively. The new signs will remain for the duration of England's tournament campaign, according to Iceland.
Pickford's performance
Pickford made two crucial saves in England's 3-2 victory over Mexico, keeping out Raúl Jiménez in the first half and handling multiple crosses in the second. His efforts have earned widespread praise. The rebranding celebrates both the team's success and the local communities that produced these talents.
Iceland stated: "As England continues its impressive run this summer, Iceland is showing its support in a unique way with a special store transformation in Washington, the hometown of England star Jordan Pickford."
Upcoming match
England faces Norway in the quarter-final on July 11, with the match kicking off at 10pm UK time in Miami. Fans can watch live on ITV.
