Iceland has temporarily renamed three of its supermarkets “England” in support of the national team during the World Cup.

The retailer has changed the signage at stores in the hometowns of England stars Jude Bellingham, Harry Kane and Jordan Pickford, with a promise the new branding will stay in place for as long as England remain in the tournament.

The stores are located in Stourbridge, where Bellingham grew up, Chingford, the hometown of captain Harry Kane, and Washington, Tyne and Wear, where goalkeeper Jordan Pickford was raised.

The Stourbridge store at Ryemarket Shopping Centre has also been rebranded to celebrate Bellingham’s rise from local youngster to one of England’s key players.

An Iceland spokesperson said: “We’re delighted to show our support for Jude Bellingham and the England team as excitement continues to build across the country.

“Jude is an inspiration to so many young football fans, particularly in his hometown of Stourbridge, and we wanted to celebrate both his incredible achievements and the community that helped shape his journey.”

The retailer said the World Cup campaign is designed to celebrate England’s tournament run and recognise the communities that helped produce some of the country’s biggest football stars.

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