Tesco has issued an apology following customer outrage over a promotional display for the England women's football team at its Cardiff store.
The supermarket giant faced fierce criticism after a Lucozade stand featuring the Lionesses appeared at the Western Avenue branch.
The timing proved particularly controversial, coming just weeks before Wales prepare to face England at Euro 2025 in Switzerland.
The Welsh team will be making their debut appearance at a major tournament.
@Tesco, do you care to explain why you are strongly pushing for support of the England football team in your Wales stores? Not only have @FAW_Womens qualified for the tournament, they are in England's group and direct rivals!
— Marty Jobey (@MikeJoseph6194) June 19, 2025
This is deeply offensive, read the room.@FAWales pic.twitter.com/dCPUpZ6Lf9
Football Association of Wales chief executive Noel Mooney was amongst those expressing anger on social media, declaring "we are Cymru".
The promotional stand featured a large metal archway decorated with bright orange Lucozade bottles at the store entrance.
The display offered shoppers the chance to "win and meet the Lionesses" and gave ten winners the opportunity to take home a Lionesses shirt.
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The demonstration offered customers a chance to meet one of the Lionesses
The stand prominently featured a large England football emblem alongside glossy photographs of the England women's team.
The eye-catching display was positioned at the main entrance of the Western Avenue store, making it impossible for customers to miss.
The promotion appeared at two Tesco stores in Wales, according to the supermarket's subsequent statement.
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The display sparked immediate backlash from Welsh shoppers and officials alike.
Customers expressed their fury on social media, with one shopper describing the display as "deeply offensive" and urging Tesco to "read the room".
They questioned: "I genuinely don't understand how this happens. Surely someone somewhere would have thought it was a bad idea. Do you have these up in Scotland too?"
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@Tesco just why, women's football in Wales is on a fantastic rise with an increasingly growing pyramid. Why can't stores in Wales have a Welsh branded display, https://t.co/QrSVkvWTQH
— Connahs Quay Nomads Fans (@CQNFans) June 19, 2025
Another user called it "disgraceful", adding: "Must be lovely for our Welsh women footballers, walking in Tesco and seeing the England women's team."
One fan wrote on Reddit: "Reminds me of that British Airways tweet wishing England luck against Wales in the Six Nations.
"Just don't display it in another country. That simple. Promote our country and nothing else."
Tesco confirmed the displays had been "incorrectly" put up and would be removed from both affected stores.
A spokesperson for the supermarket said: "We're sorry this happened. We wish both the Welsh and English teams the best of luck in the upcoming Euros and know that many of our colleagues and customers will be proudly supporting their home nations throughout the tournament."
The removal of the displays followed swift action after the social media backlash highlighted the cultural insensitivity of the placement.
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