### Controversy Erupts Among Wales Fans Over Lionesses Promotion at Cardiff Tesco
A leading supermarket in the heart of Cardiff has faced a wave of criticism after unveiling a massive in-store display celebrating England’s Lionesses, just as anticipation builds for the Wales women’s football team’s historic debut at a major tournament this summer. The promotional campaign, located in Tesco’s Western Avenue branch, has been dubbed “tone-deaf” and “disrespectful” by frustrated Welsh supporters.
The focal point of the contention is a prominent Lucozade archway at the store entrance, decorated with striking images of the England women’s football team alongside the England crest. The structure offers shoppers a chance to win prizes including meet-and-greet sessions with the Lionesses and official England shirts, in the days leading up to a crucial head-to-head between Wales and England at the UEFA Women’s Euro tournament.
For many passionate supporters, the timing and location of the display could not have been worse. Wales are set to make their inaugural appearance at a major international competition, with excitement at fever pitch across the country. This summer, over 2,000 loyal fans—the so-called Red Wall—are expected to travel to support Cymru’s campaign, beginning with the opener against the Netherlands on 5 July in Lucerne and culminating in the high-stakes fixture against England on 13 July in St Gallen.
The display has sparked a flurry of comment on social media, where many Welsh fans aired their dissatisfaction. One supporter shared on Reddit: “It’s a complete disgrace. You would never expect to see a Welsh team promo on display in England like this. Why can’t they show some consideration for where they are?” Another commented, “It reminds me of when British Airways wished England luck against Wales in the Six Nations. It seems basic, but you shouldn’t be promoting England at the expense of Welsh pride in their own backyard, especially at such a significant moment for our national team.”
Others described the supermarket’s marketing move as “tone-deaf”, pointing out that Wales is a country with its own distinct identity, language, flag, and governing institutions. “We are not a mere extension of England,” noted one local customer. “It’s disheartening to see retailers overlook the importance of respecting all their customers’ loyalties.”
Attempts to contact Tesco for a response have so far gone unanswered. However, the incident has reignited a longstanding debate about how British retailers handle sporting promotions in the devolved nations, particularly when it comes to sensitive cross-border sporting rivalries.
The controversy coincided with the announcement of Wales’ highly anticipated squad for Euro 2025, which was dramatically revealed by manager Rhian Wilkinson from the summit of Wales’ highest peak, Yr Wyddfa (Snowdon). Among the 23-woman line-up, several seasoned players have made the cut despite injury doubts, including stalwart Sophie Ingle, who has battled back against an ACL injury sustained last autumn. The squad also features notable centurions Jess Fishlock, Hayley Ladd and Angharad James, all bringing a wealth of experience to their nation’s first foray into major tournament football.
With Wales’ upcoming campaign set to rally widespread national enthusiasm, many see this as a watershed moment for women’s football in the country. The retail misstep, however, has risked overshadowing what should be a period of celebration and unity for Cymru supporters.
For now, it remains to be seen if the supermarket giant will acknowledge the criticism and rethink its approach to in-store promotions, particularly given the delicate balance of sports loyalties across the UK. Welsh fans hope their achievements will be recognised and celebrated, both on and off the pitch, as they strive to make history at this summer’s tournament.