The branch of Iceland in Washington – where goalkeeper Jordan Pickford is from – has been rebranded in celebration of England’s success so far in the World Cup
There could be another reason people go to Iceland in the coming days as the company reveals an eye-catching new look to celebrate the achievements of the England football team. As the World Cup turns up the heat on remaining countries and The Three Lions prepare to take on Norway in Saturday’s quarter-final game, the frozen food chain is going all-out with a hard-to-miss sign of support for our players.
And there seems little doubt that local fans will want to go along to see it as that support is also a tribute to a home-grown star who Iceland calls one of the nation’s “brightest talents”. It has just rebranded three of its stores, removing ‘Ice’ from its name and adding ‘Eng’ to transform it to ‘England’, and among the chosen trio is a branch in Washington, Tyne and Wear.
The company, whose slogan is ‘that’s why we go to Iceland’ – an update on the original ‘that’s why mums go to Iceland’, has picked the local store at The Galleries due to Washington being the hometown of Jordan Pickford whose goalkeeper skills throughout the tournament so far have earned him a big share of the spotlight. England’s last match against Mexico was an absolute thriller, with another local star – Blyth’s Dan Burn – also making a huge contribution to the team’s 3-2 win, which saw Jude Bellingham score two goals within 98 seconds followed by Harry Kane’s right-on-target penalty.
Jordan Pickford, left, with fellow local star Dan Burn put up a united front against Mexico during their World Cup match(Image: Getty Images)
And Pickford, who made two great saves to keep Raúl Jiménez out in the first half of the match and batted off cross after cross in the second, has come in for huge praise. The Iceland rebranding comes in the wake of England’s success and just ahead of Saturdays game which will see them have Norwegian rival Erling Haaland to contend and which is pretty much guaranteed to prove another nail-biter for fans.
The company says: “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.” Its other two stores chosen for the rebranding treatment are in Chingford, east London, and Stourbridge in Dudley, West Midlands, which are the home towns of stars of the pitch Harry Kane and Jude Bellingham respectively.
The branch of Iceland in Washington – where goalkeeper Jordan Pickford is from – has been rebranded in celebration of England’success so far in the World Cup
The new England store signs will remain in place at all three branches “for the duration of England’s tournament campaign”, says Iceland. It adds: “The transformation celebrates both the team’s success and the local community that helped produce three of the nation’s brightest talents.”
Fans can watch England back in action against Norway on July 11 on ITV. The match in Miami kick-off at 10pm our time, which is 5pm over there.
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