**Tesco Issues Apology Over England Lionesses Display in Cardiff Stores Following Customer Outcry**
In a move that has stirred notable controversy, leading supermarket chain Tesco has issued a public apology after unveiling a promotional display for the England women’s football team at stores in Cardiff—just as anticipation builds for a crucial faceoff between Wales and England in the UEFA Women’s Euro tournament. The display, which prominently adorned the entrance of Tesco’s Western Avenue branch in the Welsh capital, featured a towering arch brimming with Lucozade bottles, the branding powerfully advocating support for the Lionesses.
The sight of the stand, emblazoned with the England football badge and adorned with promotional material for the Lionesses, prompted an immediate backlash from Welsh customers. Many regarded the installation as a significant misstep in the run-up to an historic moment for Welsh football, given that Wales are participating in their first major tournament and will directly compete against England in the group stages.
Several shoppers visiting what is one of Cardiff’s largest Tesco stores expressed their dismay at encountering a tribute to the English side rather than recognition for their own national team. “Do you care to explain why you are so heavily promoting the Lionesses here? Wales are England’s rivals in the tournament—our players are making history! This feels completely out of touch,” wrote one frustrated fan on social media platform X (formerly Twitter).
The promotional stand, sponsored by Lucozade, also encouraged fans to participate in a competition offering the chance to win a meet-and-greet with members of the England women’s squad, along with limited-edition shirts up for grabs. However, as images of the display spread across social channels, the notable absence of any celebration of the Welsh team fuelled further criticism.
Another local supporter remarked online, “Imagine how the Welsh women’s team must feel seeing their rivals celebrated so publicly in their own city. It’s insulting and entirely unnecessary.” Reactions like these quickly gathered momentum, as residents called on Tesco to acknowledge the oversight and address local sensitivities, particularly with the high stakes of a major tournament on the horizon.
When approached for comment, a spokesperson for Tesco addressed the matter, admitting that the promotional materials had been installed in error at two of their Cardiff branches. “We’re sorry this happened. We wish both the Welsh and English teams the best of luck in the upcoming Euros and recognise the deep sense of pride our colleagues and customers feel for their home nations,” the representative stated. The company further confirmed that the offending displays would be promptly dismantled.
The error has raised broader discussions about the importance of local awareness from national retailers, especially when sporting passions and rivalries are so pronounced. It is not uncommon for companies to roll out nationwide campaigns, but there remains a fine balance when such promotions touch on regional identities and loyalties—issues especially magnified around competitive fixtures.
In Wales, pride in the national teams has swelled in recent years, with both women’s and men’s squads continuing to set new milestones on the international stage. Many supporters hope incidents like this prompt greater consideration from corporate brands not only to avoid similar misjudgements in future, but also to actively celebrate Welsh achievements.
With the Women’s Euros poised to capture the nation’s attention, the episode serves as a potent reminder of the deep passion among supporters—and the need for sensitivity from major retailers operating in such diverse, loyal communities. Tesco’s swift apology and the removal of the display may have tempered some disappointment, but for many, the incident is a call for companies to truly “read the room” when engaging with local football fans.
As the Welsh side prepares for its landmark appearance in the tournament, expectations are higher than ever. It remains to be seen if this controversy will prompt other retailers to fine-tune the balance between nationwide marketing strategies and local pride, especially in moments of sporting history.