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David Dinsmore, News UK Chief Operating Officer, has written an open letter to NFRN retailers ahead of its Euro offering, highlighting the unique sales opportunities available for independent retailers. The letter reads:

“Dear Retail Partners,

“As we approach the start of the Euros on Friday, we’re ramping up coverage across our titles to build excitement for the tournament and drive footfall through football.

“We’ve invested in the star signing of José Mourinho as a columnist for The Sun, The Times and The Sunday Times for all England games, to go alongside our expert football reporting, insight and analysis as we pack our pages full of editorial content to engross readers across the UK.

“At The Sun, we will be getting firmly behind England, Scotland and Wales and flying the flags of the home nations. Over the weekend The Sun printed its popular wall charts and a 32 page Euros magazine, as well as launching our free to play Dream Team Euros Fantasy Football game. It will be the biggest fantasy game of the summer, with a £50,000 prize on offer.

“Our new Sun TV advertising campaign forms part of our wider ‘Eur All Invited’ campaign which will showcase The Sun as a key destination for football fans this summer, to drive newspaper sales with Euros ‘Goals’ pull outs everyday in The Sun from June 9 until July 12. We want as many fans as possible to experience our brilliant print offering as readers, and at our new cover price we’ll drive even more value for your stores with every copy sold.

“Meanwhile The Times published its 64-page Euros handbook over the weekend with former Manchester United and Everton and current West Ham manager David Moyes and former England striker Wayne Rooney joining José as star columnists across The Times and The Sunday Times. This will generate huge interest from football lovers and bring valuable shoppers into store each day of the tournament as they seek to stay well informed on the stories that matter on and off the pitch.

“We will be cross-promoting our print coverage across talkSPORT, who will be the audio home for the tournament and be 24/7 Euros, with all games live on the network and a roster of leading football voices, pre-match insight and exclusive fan phone-ins.

“I also wanted to take the opportunity to thank you all personally for the vital work you’ve done to support your communities through the pandemic. For many, the Euros is the first big moment of national excitement since the first lockdown and we will be doing all we can to excite and engage fans through our content. I encourage you to maximise the sales opportunity that the tournament offers and celebrate with our readers, your shoppers.”

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