'It's mad, and I love it' - Boston United FC player signed by national retailer that shares his name

Throughout his career, Lenell John-Lewis has been followed by the chant ‘his name is a shop!’.

Now, the striker has been taken on by said shop, John Lewis, as the department store chain looks ahead to a bumper summer of sport.

Looming large on the sporting calendar is the FIFA World Cup, which returns next month, hosted by Canada, Mexico and the US.

The move comes as research from John Lewis suggests that the late start times for this summer’s games will prompt more fans to cheer on their team from home.

More than half of people surveyed (58 per cent) said they would be watching the action in this way, the business said.

Factors involved in the appeal included preferring their own sofa, having an uninterrupted view, and favourite snacks.

The research also showed the importance fans placed on their set up, with more than four in five saying a high-quality TV set-up was essential when hosting.

John Lewis, the shop, says John-Lewis – who is nicknamed ‘The Shop’ – will be available on his social channels to answer any of match-day needs, ‘helping the nation create the ultimate set-ups for those late-night kick offs’.

“From choosing the right TV so they never miss a moment (even if the ref does) to how to get the ultimate surround sound – so no great chant goes unheard – John Lewis’s name doppelganger will be on hand to help fans get game-ready,” a spokesman said.

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.

“This summer is going to be packed full of amazing sporting events, and I’m buzzing that ‘The Shop’ and the shop are finally teaming up to help people create the perfect set up for hosting friends and family – as that’s what it’s all about.”

John Lewis brand director Rosie Hanley said: “This year, more people are choosing to watch football from home, so expectations around the viewing experience are at an all time high. We’re making it easier than ever to bring the football home, offering everything fans need to create the ultimate set up under one roof.

“With visuals sharp enough to rival a VAR check and sound so immersive you'll feel like you’re right in the stadium, we want to bring fans closer to the action this summer.”