Tesco has issued an apology following the installation of a promotional stand in a Cardiff store that advertised a chance to meet the England women's football team, the Lionesses. The display, prominently placed at the store's entrance on Western Avenue, featured Lucozade branding and the Lionesses, just weeks before Wales is set to face England in the Euro 2025 tournament in Switzerland.

Outrage Among Welsh Fans

The promotion sparked significant backlash, particularly from Welsh football supporters. Noel Mooney, the chief executive of the Football Association of Wales (FAW), expressed his anger on social media, stating, "We are Cymru." The display was described as "deeply offensive" by one shopper, who urged Tesco to "read the room" as the Welsh women's team prepares for their first major tournament appearance.

Tesco's Response

In response to the controversy, Tesco removed the display and issued a statement acknowledging the error. "The display was incorrectly put up in the store," the company said. "Many of our colleagues and customers will be supporting their home nations in the tournament." Tesco also extended its best wishes to both the Welsh and English teams for their upcoming matches.

Historical Context

This incident comes at a time when the Welsh women's team has made history by qualifying for the Euros for the first time. Their upcoming match against England is highly anticipated, and the promotion in Cardiff has only heightened the tension between the two nations.

Broader Implications

The controversy highlights the sensitivities surrounding national identity and sports rivalries, especially in the context of major tournaments. It also raises questions about the responsibilities of sponsors and retailers in promoting teams in a way that respects local sentiments.

Conclusion

As the Euro 2025 tournament approaches, the focus will undoubtedly be on the performances of both the Welsh and English teams. However, this incident serves as a reminder of the broader cultural and emotional dimensions that football can evoke, particularly in a competitive and high-stakes environment.