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Tesco's World Cup champions aim to bring the tournament to life in its stores for staff and customers

Tesco has appointed 1,900 'World Cup champions' to kick off the celebrations and bring the tournament to life in stores.

The World Cup champions' responsibilities include organising flexible rotas so staff can watch the World Cup games, and communicating all match fixtures and in-store World Cup-related activities to colleagues. 

On the shop floor they will be responsible for managing Tesco's designated World Cup aisles, where customers can pick up everything from widescreen TVs to beers and pizzas, and communicating all World Cup promotions and offers. All staff were able to nominate themselves for the role and they will be given time off from their existing duties to carry out the activities.

Many of the champions, most of whom are self-confessed football fanatics, are also going above and beyond the call of duty within their role by organising extra World Cup activities such as Dream Teams, World Cup raffles and five-a-side matches for all staff members to participate in.

David Potts, retail director at Tesco, said: "The World Cup is arguably the largest event in the sporting calendar. Our World Cup champions will bring the tournament to life in stores by encouraging both customers and staff to get involved in all of the activities taking place. We, of course, have a diverse workforce and many will want to watch their countries play and so we are doing all we can to accommodate this with options to shift swap or make the time up at a later date as well as playing all matches within our staff rooms .

"With so many football fanatics among our staff we have some really inspirational World Cup champions in place within our stores and it has been great to see such enthusiasm around the initiative."