Stourbridge's Iceland store changes its name to support England's Jude Bellingham and fellow football heroes

Stourbridge’s Iceland supermarket has transformed its store signage from ‘Iceland’ to ‘England’ to show its support for the Three Lions as they take on Norway this Saturday.

The temporary change in its fascia is also in honour of England striker Jude Bellingham, who hails from Stourbridge and whose image features on an eye-catching mural at the opposite end of the shopping centre.

The football-inspired makeover at Iceland Foods, located next to Boots, will remain in place for the duration of England's tournament run.

The tribute celebrates Stourbridge-born Bellingham's incredible rise from local youngster who played at Stourbridge FC to one of world football's biggest stars.

The midfielder has become one of England's key players, earning widespread acclaim for his performances on the international stage.

To mark the transformation, shoppers visiting the Stourbridge store on Friday were able to enjoy free activities, including a spin-the-wheel competition with the chance to win prizes and Iceland vouchers, alongside complimentary drinks and football-themed treats throughout the day.

A spokesperson for Iceland 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.”

Similar store tributes are also appearing in other hometown locations connected to England players, including Chingford, home of Harry Kane, and Washington, Tyne and Wear, where goalkeeper Jordan Pickford grew up.

With anticipation continuing to build ahead of Saturday's match, Iceland is encouraging residents to visit the Stourbridge store to see the transformation for themselves.

Aaron Powell, manager of The Ryemarket, said: “It's a fun initiative that not only gets behind England this summer but also shines a spotlight on Stourbridge and the incredible talent our town has produced.

“Throughout the day, visitors have been enjoying giveaways, football-themed treats and the chance to win prizes, helping to create a fantastic atmosphere within the centre.

“At Ryemarket, we're always proud to support our retailers when they bring something different to the customer experience. Activations like this help create memorable moments, encourage visits and remind people that shopping centres are about far more than simply shopping – they're places where communities come together.

“A huge thank you to the Iceland team for bringing the idea to life, and to everyone who has visited to join in the celebrations.”