Imperial Brands, the Bristol-based tobacco giant and owner of the Rizla rolling paper brand, has partnered with the niche football fashion company Lover’s FC to launch a line of retro-style football shirts ahead of the 2026 World Cup. The collection features vintage-inspired kits emblazoned with Rizla logos, designed to resemble classic national team jerseys but prominently showcasing the rolling paper brand on the chest, sleeves, and back.

The collaboration, released last month, includes designs that pay homage to iconic World Cup moments and players. Among the shirts are a “La Albiceleste” shirt bearing Lionel Messi’s number 19 from his 2006 debut, an “Engerland” shirt with the number 7 associated with David Beckham, and a white “Zizzou” shirt referencing Zinedine Zidane’s 2006 final. Lover’s FC, based in Newport, Wales, has a history of producing football-inspired apparel for other brands, including H&M and Jameson whiskey, and has previously partnered with Rizla.

The partnership has drawn criticism from public health advocates who argue that it exploits regulatory loopholes to bypass tobacco advertising bans. Tobacco sponsorship in sports was prohibited in the UK in 2003 to reduce exposure to tobacco products, particularly among young people, as smoking remains the leading preventable cause of death in Britain, responsible for approximately 80,000 deaths annually. However, rolling papers are not classified as tobacco products and thus escape the same advertising restrictions.

Anna Greenwood, a professor of health history at the University of Nottingham, described the campaign as a deliberate attempt by one of the world’s largest tobacco companies to embed its brand within football culture at a time when global attention is focused on the World Cup. “What’s at risk is an entire new generation of consumers who may very well encounter tobacco products for the first time through the sport they love and follow,” she said.

Mark Hurley, vice-president of Campaign for Tobacco-Free Kids, echoed this concern, describing the branding strategy as a “not-so-subtle effort” to link Imperial’s products with a popular sport, potentially normalizing tobacco-related imagery for young audiences.

Imperial Brands declined to comment on the partnership beyond affirming compliance with existing laws. An Advertising Standards Authority (ASA) spokesperson noted that rolling papers are not subject to current tobacco advertising restrictions as they do not contain tobacco, but the ASA regulates sponsorship appearing in advertisements, including product listings online. The Department of Health confirmed that new legislation, the Tobacco and Vapes Act, will introduce a comprehensive advertising ban on tobacco, vaping, nicotine, herbal smoking products, and cigarette papers, set to take effect on June 1, 2027.

The Rizla collaboration is part of Imperial’s broader marketing strategy targeting youth culture, which includes recent tie-ins with the skateboard and streetwear brand Palace Skateboards, leveraging Rizla’s historical MotoGP sponsorship. These initiatives have been featured in youth-oriented media outlets and collaborations with festival and footwear brands have also been reported.

Neal Heard, creative director of Lover’s FC, described the line as meeting consumer demand for “cool collaborations,” highlighting the cultural appeal of the Rizla brand among certain audiences. The products reflect a growing trend in football fashion that reaches beyond traditional sports fans and taps into popular culture, with endorsements and influences from celebrities and high-end fashion houses.