It comes as new research from the retailer finds 77% of Scots believe the men’s national team has a chance to make history by progressing into the next stage of the tournament
Aldi Scotland store manager Stevie Clark has launched the nation’s first “Hope Insurance”, a new scheme to help fans survive the rollercoaster of Scotland’s first men’s World Cup in nearly 30 years.
The supermarket’s new campaign aims to protect fans against the highs and lows of the tournament and is backed by Aldi Scotland store manager Stevie Clark, who shares his name with the Scotland team gaffer.
Aldi’s ‘Hope Insurance’ is believed to be the nation’s first-ever “policy” created to help soften the emotional swings Scotland fans will face during the tournament and takes aim at the Scottish football motto that it’s the “hope that kills you”. In a light-hearted nod to this enduring optimism and the emotional investment fans make every tournament, the initiative will offer rewards whenever Scotland suffers a setback. Hope Insurance is free to register for, with prizes paid out when goals are conceded or matches are lost. However, reinforcing Aldi’s commitment to backing supporters through every twist of the campaign, the biggest reward is reserved for the ultimate high should Scotland defy the odds and progress.
New research commissioned by Aldi and conducted by ScotPulse, surveying more than 1,140 Scots, found that optimism is running high, with 77% believing Scotland has a chance of progressing beyond the group stages. This suggests a majority of fans are at risk of early heartbreak within the opening weeks of the competition. Among diehard football fans, optimism is even higher, with 83% believing this could be Scotland’s year to make history.
Aldi’s research also highlights the nation’s strong commitment to supporting the team, with 82% of Scots saying they will follow Scotland during the World Cup. Meanwhile, one in six plan to stay up into the early hours to watch matches live.
Aldi is the biggest supporter of Scottish food and drink and the nation’s leading supermarket for locally sourced products. In October 2025, it was named in NFU Scotland’s ShelfWatch Mid-Year Report as the most prominent retailer supporting Scottish produce, with 41% of its shelf stock now sourced locally.
The launch of Hope Insurance celebrates Aldi’s position as one of Scotland’s most trusted supermarkets for Scottish goods, supporting millions of customers during what is expected to be one of the country’s biggest cultural sporting moments in generations.
Stevie Clark, deputy store manager at Aldi Scotland, said: “I’ve had so many customers over the years joking about me sharing the same name as the Scotland manager, and I’m sure that will only ramp up during the World Cup.
“Like everyone else at Aldi, I’ve got my fingers crossed for Steve and the team and we really hope the team can deliver the history-making achievement we’ve been waiting for. But as the saying goes, it’s the hope that kills you.
“Our first-ever Hope Insurance guarantees lucky fans a little something to smile about if things don’t go our way.
“We really hope we don’t have to pay out, but like all insurance policies, it’s there just in case.”
Regardless of the result, fans can trust that Aldi will bring the nation the great deals on Scottish food and drink.
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To register for Aldi’s free Hope Insurance, shoppers simply need to email [email protected] and share their optimism for Scotland’s World Cup campaign. More details can be found here: https://www.aldi.co.uk/scotland
Find your nearest Aldi store, here: Store Finder | ALDI UK
