Sports Direct has launched its FIFA World Cup 2026 campaign, “When Football Was Football”, focusing on football nostalgia, shared traditions and retro shirt culture.
The campaign is being delivered in partnership with Score Draw and positions Sports Direct as a destination for affordable retro football shirts during the tournament. The collection includes replica England shirts from 1996, 2004, 1982 and 1990, as well as away shirts and third strips. Scotland shirts include 1996 and 1998 designs, among others.
The campaign creative is fronted by sports personality Steve Bracknall and is set on a football-themed street. It features a cast connected to football culture, including Ally McCoist, David Bentley, Adebayo Akinfenwa, Olivia Buzaglo, John Hemmingham, Andy Milne, Natalie Pike, Loose and Freda Ayy.
The campaign will also extend into live fan experiences. Sports Direct said it will host fan nights led by Steve Bracknall and run a road trip following England games across North America, Mexico and Canada during the tournament.
“‘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.”
Sports Direct spokesperson
“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.”
Steve Bracknall, sports personality
The Sports Direct x Score Draw FIFA World Cup 2026 football collection can be purchased in select Sports Direct stores or online at Sportsdirect.com.
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