‘His name is a shop’: John Lewis signs footballer John-Lewis

• John Lewis has signed Boston United FC striker Lenell John-Lewis. After years of being serenaded by fans singing “his name is a shop!”, it's the call-up he’s been waiting for his whole career.

• The signing comes as new research from John Lewis reveals more than half (58%)* of people in the UK are set to watch the majority of matches from home.

• Lenell John-Lewis will help the nation secure the ultimate home advantage just in time for kick off, advising on how to upgrade their at-home viewing experience.

After months of talks and transfer rumours John Lewis has announced the signing of the National League’s Boston FC Striker Lenell John-Lewis, ahead of a huge summer of sport.  

Wherever he’s played, throughout his career, Lenell John-Lewis- aka “The Shop” - has been followed by the famous chant “his name is a shop!”, so fans will be thrilled to finally see the two namesakes come together in the signing of the century.

The move comes as research from John Lewis, the retailer, shows that the late start times for this summer's games will prompt more fans to cheer on their team from the comfort of their sofas. In fact, more than half of people in the UK (58 per cent) say they will be watching the majority of the beautiful game at home. 

And it's easy to see why.. Home comforts have become central to matchday viewing, with over half of the nation (53%) preferring their own sofa, 42% valuing an uninterrupted view, and 40% saying their favourite snacks are part of the appeal.

But while more fans are choosing to watch from home, expectations around the set-up are rising too. 81% say a high-quality TV set-up is essential when hosting, yet one in six admit their current set-up feels more “subs bench” than premium viewing experience.

And it’s not just what’s happening at home that’s driving the shift. Nearly 80% say they’ve missed a key moment while watching football in a pub or bar. Top three reasons cited by spectators are long bar queues (32%), blocked screens (35%), and noise drowning out commentary (43%). 

Whereas at home, the biggest matchday “red cards” include talking through key moments (28%), sitting directly in front of the TV (25%), and asking to pause the game to go to the loo (22%). 

Matchday habits don’t stop there... British football fans are a superstitious bunch on match day, with one in five (21%) admitting to having a pre-match ritual. From wearing the same “lucky” shirt or scarf every game (32%), to sitting in the exact same spot on the sofa (31%), eating the same snacks or takeaway (30%), or even keeping the remote in a fixed place at kick-off (25%). 

So to help households across the UK create the perfect set up for the beautiful game, John Lewis is stepping up, and bringing in Lenell John-Lewis for the ultimate footy expertise. 

Mr John-Lewis will be available on his social channels to answer any of your match-day needs, helping the nation create the ultimate set-ups for those late-night kick offs. From choosing the right TV so you 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. 

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 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.”

Shop the full TV and sound range***. Watch like a winner. 

Notes to Editors

Research

*Commissioned by John Lewis and conducted By Gingercomms in April 2026, these stats are nationally representative, asked to a pool of 2,000 British adults aged between 18-99.

Top 10 Matchday “Red Cards”

1. Talking constantly through key moments (28%)

2. Sitting directly in front of the TV (25%)

3. Pausing live TV to “just check something quickly” (22%)

4. Asking to pause the game to go to the loo (22%)

5. Turning the volume down for a “proper chat” (21%)

6. Talking over the commentary (21%)

7. Accidentally sitting on the controller, turning the TV off at a crucial moment (20%)

8. Blocking the screen when getting up for snacks or drinks (19%)

9. Providing zero snacks, not even a bowl of crisps (19%)

10. Letting your phone notifications spoil the score (18%)

Top 10 Matchday Rituals

1. Wearing the same “lucky” shirt, scarf or even pants every home match (32%)

2. Sitting in the exact same spot on the sofa every game (31%)

3. Eating the same snacks or takeaway every match (30%)

4. Keeping the remote in a specific place at kick-off (25%)

5. Forcing everyone in the room to stay seated or quiet during key moments (24%)

6. Touching a “lucky” object before kick-off, such as a shirt badge or signed ball (22%)

7. Muting notifications so they don’t “curse” the match (21%)

8. Leaving the room or turning away during penalties or big chances (20%)

9. Refusing to wash a “lucky” item during a winning streak (16%)

10. Refusing to say “it’s coming home” out loud (16%)
    

***All TVs are price matched against leading retailers including Amazon and Currys, and come with a five-year guarantee*. Customers can also claim up to £300 on e-gift cards when purchasing selected tech at John Lewis**.

*T&Cs apply, visit johnlewis.com/price-promise **T&Cs and exclusions apply. Visit johnlewis.com/customer-services/guarantees ^Exclusively for new and existing My John Lewis members. Applies to purchases from 27 April – 11 June. You can claim the e-gift card from 14 July – 28 July 2026 inclusive. T&Cs apply.

About John Lewis

John Lewis serves customers with curated fashion, beauty, home and technology, combining quality products with market-leading service they can trust.

With 36 shops and a strong national online presence, it creates inspiring retail destinations, bringing together shopping, hospitality and services in one place. Popular partnerships include eateries like Benugo, Ori Cafe and Jamie Oliver’s Cookery School and Cafe, as well the likes of Waterstones and David Clulow Opticians. 

Its Never Knowingly Undersold brand promise ensures customers receive both quality and value they can rely on, and the business has been granted the Royal Warrant of Appointment as supplier of Household Goods and Furnishings to His Majesty King Charles III.