Hollis Sponsorship Bulletin

In a speech to outline its plans for World Cup 2010, Tesco’s Retail Director David Potts, describing the tournament as a ‘major trading opportunity’ forecast that Tesco, Official England Supermarket, would sell about 300,000 TVs as customers look to upgrade their entertainment systems.  Tesco’s World Cup plans kicked off yesterday with the launch in-store of the Match Attax World Cup trading cards – 8 million packs are expected to be sold.  A dedicated World Cup web portal will be launched selling World Cup goods – from food through to TVs.

Tesco will use its sponsorship of the World Cup to push its FA Tesco Skills programme which encourages 5-11 year olds to play football. Twelve thousand children are expected to take part in the scheme over the summer. TV ads will promote the scheme and booklets will be included in the Match Attax starter packs and Match magazines.

The fall-back plan, should England bow out early, is to change the theme from supporting England to a World Cup party theme.