Press Release 2nd June 2026

Kick-off for the PENNY Eleven – Team spirit for the 2026 World Cup

Summer is all about football – and PENNY is getting in on the action. To mark the 2026 World Cup, the discount supermarket chain is kitting out all its staff with their very own PENNY shirt. Because one thing is clear: you can only achieve great things as a team. Customers can become part of the team too. Anyone who buys eleven “Ich bin Österreich” products made from 100% local ingredients will receive a receipt voucher for a free jersey. The campaign features eleven PENNY employees from a wide range of departments within the company.

A group of people standing in front of a soccer goal on a grassy field, wearing matching red shirts with cartoon characters and soccer balls. Trees are in the background.

Johannes Greller and the team in their PENNY football shirts / Copyright: © PENNY / Paul Breuss, Reproduction for PR purposes free of charge

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At a glance

Eleven PENNY staff members embody diversity, solidarity and team spirit
All staff members will receive their own “I am Austria” PENNY jersey for the 2026 World Cup
Customers will receive a free jersey when they purchase 11 “I am Austria” products
Jersey sales and promotion period: from 3 June, while stocks last
The “I am Austria” PENNY jersey can also be purchased for €7.99 in all PENNY stores, while stocks last. From 15 June to 22 July, there will also be a buy-one-get-one-free promotion

From the till to logistics and store management, from apprentices to senior management: eleven employees, diverse backgrounds, different generations, life stories and life paths, united as one team. This is exactly what PENNY wants to highlight: success comes from people with different perspectives working together. And together with PENNY Austria Managing Director Johannes Greller, they embody what makes PENNY special: diversity, solidarity and genuine teamwork.

“Our greatest asset is our team, and it is as diverse as Austria itself,” says Johannes Greller, Managing Director of PENNY Austria. “With the jersey, we’re showing: we’re there for one another – in everyday life and at the world’s biggest football tournament.”

PENNY is also letting customers get involved: Anyone who buys eleven products from the own-brand range “Ich bin Österreich” will receive a receipt voucher for a free PENNY jersey – while stocks last. With this campaign, PENNY is combining the excitement surrounding the 2026 World Cup with a clear message – whether on the pitch or in everyday life: the strongest teams win together.

As an added highlight, the PENNY Supaaa! Kick competition offers exciting chances to win until 8 July: a total of 180,000 instant prizes await participants in an interactive gamification feature within the PENNY app.*

From 15 June to 22 July, there is also a ‘buy one, get one free’ offer – when you buy two ‘Ich bin Österreich’ shirts, you get one of them free for a total price of €7.99.

*Full details of the competition and the terms and conditions can be found at penny.at/kick