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England or Iceland? Retailer Iceland tries to avoid being frozen out

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Iceland has taken steps to address an awkward flaw in its decision to sponsor the eponymous national football team during the Euros.

The Deesside-based retailer decided to sponsor the Icelandic national football team after being inundated with tweets following the team’s qualification for this summer’s international football competition.

But ahead of Iceland’s last-32 clash with England tonight, the supermarket has sought to lessen any negative association by rebranding one of its Leicester stores as England or Iceland.

Iceland area manager Steve Cropper, said: “We love England, but we love Iceland too of course. So in order to honour both our actual country and our namesake country, we have renamed our store England or Iceland.

“We decided of course to do this at our Leicester store – the city renowned for achieving great things despite being an underdog. The great thing for us is that whatever the result, one of our teams will win.”

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