As the UK gears up for a huge summer of football and sport, John Lewis has announced the signing of National League striker Lenell John-Lewis in one of the most unexpected collaborations of the season.
The Boston FC forward — affectionately nicknamed “The Shop” by fans thanks to the famous chant “his name is a shop!” — is teaming up with the iconic British retailer to help households upgrade their matchday viewing experience ahead of a packed sporting calendar.
John Lewis and “The Shop” Finally Team Up
After years of terrace chants connecting the footballer’s surname with the high street retailer, the partnership has now officially become reality.
Speaking about the campaign, Lenell John-Lewis said:
“It feels surreal to me to have heard this chant my whole career, and now to be signed by the actual John Lewis… it’s mad, and I love it.”
He added that the partnership comes at the perfect time, with fans preparing for months of late-night kick-offs and major sporting events.
More Fans Are Choosing to Watch Football at Home
According to research commissioned by John Lewis, home viewing is becoming the preferred way for Brits to watch football this summer.
The study found that:
- 58% of people in the UK plan to watch most matches from home
- 53% prefer the comfort of their own sofa
- 42% value having an uninterrupted view
- 40% say their favourite snacks are a major part of the experience
With fans increasingly creating their own at-home matchday atmosphere, expectations around TV and sound quality are also growing.
An impressive 81% of respondents said a premium TV setup is essential when hosting friends and family for football nights, although one in six admitted their current viewing setup needs improvement.
Pub Problems Push Fans Towards Home Viewing
The research also highlighted growing frustrations with watching football in pubs and bars.
Nearly 80% of fans admitted they’ve missed important moments while watching games out socially. The biggest complaints included:
- Noise drowning out commentary (43%)
- Blocked screens (35%)
- Long bar queues (32%)
At home, however, viewers have their own list of matchday annoyances. Talking during key moments, blocking the television, and pausing the game for toilet breaks were all listed among the biggest “red cards” during a match.
Football Superstitions Are Still Going Strong
The survey also revealed that football supporters remain deeply superstitious when it comes to matchday rituals.
One in five fans admitted to having pre-match traditions, including:
- Wearing the same lucky shirt or scarf (32%)
- Sitting in the exact same place on the sofa (31%)
- Eating the same snacks or takeaway every game (30%)
- Keeping the remote in a fixed position during kick-off (25%)
Lenell John-Lewis to Share Matchday Setup Tips
As part of the campaign, Lenell John-Lewis will be sharing advice across his social channels, helping fans improve their home viewing experience.
The campaign will focus on everything from choosing the right television to creating immersive surround sound setups for major sporting events.
Rosie Hanley, Brand Director at John Lewis, said:
“This year, more people are choosing to watch football from home, so expectations around the viewing experience are at all time high.”
She added that the retailer wants to help bring fans closer to the action with sharper visuals and immersive sound systems that recreate the stadium atmosphere at home.
Where to Shop the John Lewis TV and Sound Range
Fans looking to upgrade their home setup this summer can browse the retailer’s latest TVs, speakers and entertainment systems via the official John Lewis TV & Audio Collection.
