Morrisons has joined forces with the Football Association to be official supermarket of the England bid to host the 2018 World Cup.
The Bradford-based supermarket was due to launch the partnership at Wembley this lunchtime, with former England stars Alan Shearer and Teddy Sheringham alongside Morrisons retail director Mark Gunter.
Morrisons joins BT and PricewaterhouseCoopers as sponsors of the bid. It will be urging shoppers to sign up their support in its stores from next month.
Morrisons has been stepping up its marketing activity, sponsoring the Disney remake of A Christmas Carol last autumn.
It had previously inherited the sponsorship of the Scottish national football team when it took over Safeway.
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