Sports Direct unveils ‘When Football Was Football’ TV ad for World Cup

Sports Direct is today launching a new TV commercial for the World Cup under the title ‘When Football Was Football’, in partnership with retro football shirt supplier Score Draw, tapping into the growing demand for heritage kits and nostalgia.

The campaign, which is also set to run across radio, digital, out-of-home (OOH) and social media, is fronted by Steve Bracknall, the passionate fictional character created by Sheffield musician and actor Chris McClure. He is the ‘assistant manager’ of the made-up Sunday League team Royal Oak FC and is known for his popular TikTok and Instagram videos, as well as the BBC Sounds and YouTube podcast series ‘Game's Gone’.

In the campaign short film and imagery, Bracknall wears a Score Draw version of England’s third kit from 1990, a retro fan favourite.

Set on a “culturally rooted football street”, aptly named 'Bracknall Street', the film celebrates the places, personalities and communities connected by a love of football, with Bracknall delivering a passionate speech alongside a cast of personalities united by football culture.

They include former Rangers and Scotland footballer - and popular TV and radio pundit - Ally McCoist (in a retro 90s Scotland away shirt), as well as David Bentley, Adebayo Akinfenwa, Olivia Buzaglo, John Hemmingham, Andy Milne, Natalie Pike, Loose and Freda Ayy.

Sports Direct’s retro collection from Score Draw includes replica versions of the iconic 1996 England shirt, originally worn by stars such as Paul Gascoigne, and the 2004 shirt famously worn by David Beckham, plus other classics including England’s 1982 and 1990 shirts.

For Scotland fans, celebrating qualification for the World Cup for the first time since 1998, there are classic shirts including the 1996 shirt, as worn by the likes of McCoist and Gary McAllister.

A Sports Direct spokesperson said: “'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 added: “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 on formations.

“It brings people together – young and 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 create. Sports Direct have got it spot on – it's a reminder of why the game means so much to so many of us.”

Sports Direct will also bring the campaign to life through fan experiences, including nights hosted by Steve Bracknall and a road trip following England games across host cities in the US during the tournament, which kicks off on 11 June.

The Sports Direct x Score Draw FIFA World Cup 2026 football collection can be purchased in select Sports Direct stores or on the retailer’s website, with the England 1990 third shirt currently discounted to £35 (previously £49.99), or just £28 for customers signed up to Frasers Plus membership.