Football fans are known for their matchday rituals, and according to new research from Pepsi MAX, some supporters are taking superstition to the next level. The soft drinks brand has revealed that an estimated 1.2 million football fans plan to avoid washing their England shirts throughout the entire summer tournament, believing it could affect the team’s fortunes.
To help fans prepare for England’s campaign while keeping those lucky shirts match-ready, Pepsi MAX has unveiled the Lucky Shirt Launderette, an immersive football-themed pop-up experience arriving in London this June.
As the official soft drinks partner of the England Men’s Senior Team, Pepsi MAX is inviting supporters to enjoy a one-of-a-kind football celebration that combines fan traditions, entertainment, and fresh laundry.
What Is the Pepsi MAX Lucky Shirt Launderette?
Located in Shoreditch, London, the Lucky Shirt Launderette will open its doors on 6 June and 10 June 2026, offering England fans the chance to give their treasured shirts a final wash before the tournament gets underway.
The activation forms part of Pepsi MAX’s ongoing Football Nation campaign, which celebrates the unique rituals and traditions football fans swear by during major tournaments.
One of those traditions is highlighted by Pepsi’s humorous Rule #66: Never wash your lucky shirt while England are winning.
Visitors can drop off their England shirts for a special “MAX Freshness” treatment while enjoying a range of football-inspired activities and entertainment.
Football-Themed Entertainment and Exclusive Merchandise
The pop-up promises more than just clean shirts. Fans attending the event can enjoy:
- Ice-cold Pepsi MAX refreshments
- Football anthem DJ sets
- Washing machine target practice challenges
- Exclusive football-themed prizes and merchandise
Participants will have the opportunity to win:
- Pepsi Football Nation shirts
- Football socks
- Bucket hats
- Signed Pepsi Football Nation shirts through the Laundry Ticket Ballot
To enter the ballot, fans simply need to share their own football superstitions and matchday rituals.
Examples highlighted by Pepsi MAX include:
- Rule #42: Always wear your lucky socks
- Rule #46: Never leave before the final whistle
Wash Party Planned for England Warm-Up Match
One of the highlights of the activation will be the Wash Party taking place on 10 June during England’s final warm-up fixture before the tournament begins.
The event will feature a lively match-night atmosphere complete with football-themed entertainment, Pepsi MAX serves, and fellow supporters gathering to celebrate ahead of England’s opening game.
Due to limited capacity, pre-booking is required for access to the Wash Party.
Pepsi MAX Celebrates Football Fan Traditions
Speaking about the campaign, Natalia Fillipociants, Senior Vice President and General Manager of Europe International Beverages at PepsiCo, said:
“Football is built on rituals, and at Pepsi MAX, we’re thirsty for the win just as much as the fans. The Lucky Shirt Launderette is our way of bringing the Pepsi Football Nation together to embrace those superstitions.”
She added:
“As the official soft drinks partner of the England Men’s Senior Team, we’re providing the ultimate pre-match sanctuary where fans can freshen up their England shirt for the summer ahead, all while enjoying a chilled Pepsi MAX.”
How to Visit the Lucky Shirt Launderette
Fans wishing to attend can secure their place through the official Pepsi MAX booking page. While walk-ins will be accepted throughout the day, advance reservations are strongly recommended, particularly for the Wash Party event.
For more information and bookings, visit the official Pepsi MAX website: Pepsi MAX UK
You can also learn more about Pepsi’s football campaigns via Pepsi Football.
About PepsiCo
Pepsi MAX is produced by PepsiCo, one of the world’s leading food and beverage companies and a long-standing supporter of football through global sponsorships, fan activations and major tournament partnerships.
