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Marketing and Sponsorship

English Food Chain 'Iceland' Offering Free Beer To England, Wales Fans

English supermarket brand Iceland "found itself in a tough spot Monday when Iceland, the team the food store sponsored for the Euros, stunned England in France," according to Darren Rovell of ESPN. So to "make it up to the Brits, the supermarket is offering a free beer on Tuesday with a coupon from The Sun," which was advertised on the front page of the England and Wales editions on Tuesday morning. The 500ml bottle of free beer available at the 700 stores in England "is pale ale brand Spitfire." Iceland spokesperson Emily Howells said, "We were torn on whether to cheer for England or Iceland. So we thought, whether fans are celebrating or commiserating, why not share a beer? We didn't want our England fans to lose 'Hart' [England's keeper is Joe Hart], but we also wanted to celebrate our Iceland team's success." Iceland was given 9-1 odds to beat England. Howells: "The reason we sponsored the Iceland team is not just because we share a name but because we believe in giving underdogs a chance" (ESPN, 6/28).

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