Supermarket transforms store in support of Jude Bellingham as England fever sweeps the nation

A supermarket in Stourbridge has transformed its store signage from ‘Iceland’ to ‘England’.

The Iceland Foods store at Ryemarket Shopping Centre has temporarily changed its fascia in a show of support for England and hometown hero Jude Bellingham, with the football-inspired makeover set to remain in place for the duration of England’s tournament run.

The tribute celebrates Stourbridge-born Bellingham’s remarkable rise from local youngster to one of world football’s biggest stars, with the midfielder becoming one of England’s key players, earning widespread acclaim for his performances on the international stage.

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. We hope local shoppers enjoy joining us as we get behind England.”

The activation forms part of Iceland’s wider campaign to celebrate England’s success and the local communities that have produced some of the country’s most recognisable football stars.