By guest author Elias Jahshan from Retail Gazette
- Iceland renames its Wembley store to England ahead of tonight’s Euros semi-final clash with DenmarkThe semi-final is taking place nearby in Wembley Stadium
- The semi-final is taking place nearby in Wembley Stadium
Iceland has renamed its Wembley store to England in support of the England football team ahead of their Euros semi-final clash with Denmark on July 7, 2021 night.
The name change of the store in Central Square consists of “Eng” being placed over the “Ice” in Iceland to rechristen the store as England ahead of tonight’s semi-final, which is being held nearby in Wembley Stadium.
England’s unofficial anthem “it’s coming home” is also emblazoned across the store front.
Iceland said the name change was done in anticipation of what could be the first major tournament final for England since the 1966 World Cup – should tonight’s semi-final go to plan.