SPORTS DIRECT LAUNCHES WORLD CUP CAMPAIGN

EDITORIAL TEAM
June 12, 2026
Events

Sports Direct is celebrating the World Cup by connecting football fans to share nostalgia and memories that have shaped the tournament over generations.

The retail giant says its ‘When Football Was Football’ campaign is rooted in culture and community to highlight what the game has always done at its best: bring people together.

The retailer is partnering with heritage shirt supplier Score Draw to bring affordable retro football shirts to the forefront. Celebrating the iconic kits and designs associated with football’s most memorable eras, the collection pays homage to the shirts that defined generations of fans.

Fronted by online sports sensation Steve Bracknall (founder of fictitious football club Royal Oak FC) and set on a culturally rooted football street, the accompanying video and photos celebrate the places, personalities, and communities connected by a love of football.

The campaign features Steve delivering a passionate speech alongside a cast of personalities united by football culture, including Ally McCoist, David Bentley, Adebayo Akinfenwa, Olivia Buzaglo, John Hemmingham, Andy Milne, Natalie Pike, Loose, and Freda Ayy. Once the tournament is underway, Sports Direct will also be hosting fan nights for travelling England supporters in North America.

A Sports Direct spokesperson commented, “‘When Football Was Football’ is a celebration of the traditions, personalities, and shirts that made fans fall in love with the game, while connecting that nostalgia to a new generation. As the home of retro football shirts, this campaign firmly positions Sports Direct at the centre of football culture throughout the tournament.”

Steve Bracknall commented, “There is nothing quite like a World Cup. For a few weeks, football becomes much more than just a game. Families pile round the telly, mates end up in the pub together and suddenly everyone becomes an expert of formations. It brings people together – young, old, lifelong fans and even those who only show up for the major tournaments. That’s what I love about this campaign. It taps into the feeling of pride, excitement and togetherness that only football can do. Sports Direct have got it spot on – it’s a reminder of why the game means so much to so many of us. Steve.”

Sports Direct’s retro collection from Score Draw includes replica versions of the iconic 90s England shirts (as seen on stars such as Paul Gascoigne and Gareth Southgate) and the 2004 shirt (as seen on players such as David Beckham), plus other classics.

For Scotland fans there are classic shirts from the 90s as seen on stars such as Gary McAllister and Colin Hendry. The Sports Direct x Score Draw FIFA World Cup 2026 football collection can be purchased in select Sports Direct stores or online.