Football fans can cut the cost of supporting England this summer, with Southern Co-op offering 10% off match night favourites during every England World Cup fixture.

The retailer is reducing the price of beers, ciders, pizzas and sharing snacks from 5pm to 8pm on England matchdays at stores including Exmouth, Brasington Parade and Exeter, Buddle Lane, helping local customers make their money go further as they gather with friends and family to watch the tournament.

England’s group stage fixtures begin on 17th June against Croatia, followed by Ghana on 23rd June and Panama on 27th June. If England progress to the knockout rounds, the offer will continue on those matchdays, with dates confirmed as the tournament unfolds.

Anuj Christie, Head of Store Operations at Southern Co-op, said: “The men’s World Cup only comes around every four years, and we know plenty of our customers will be getting together with friends and family to watch England’s games.

“From the group stages through to – fingers crossed – the knockout rounds and beyond, we want to make stocking up for match night that bit easier. Here’s hoping we’re still running this offer well into July.”

The offer is available at all Southern Co-op stores across the South of England, subject to availability and product range stocked, with the discount applied automatically at the till. Products must be purchased between 5pm and 8pm on England matchdays to qualify.

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