In 2009 Marmite backed England at the Ashes with a limited edition cricket-ball jar and a comic single by Phil Tufnell and the Wooden Urns, sold on iTunes for 79p with the profits going to Cricket for Change. England won. In 2026 Marmite backed England at the World Cup with jars sized by how far you thought they would get. England reached the semi-final. Seventeen years apart, the same instinct, and a much better hit rate than the England cricket team of the 1990s ever managed.
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WeMite: Marmite bet on England and picked the middle jar
For the 2026 World Cup, Marmite renamed itself WeMite and released jars sized to how much you believed: reach the quarters, reach the semis, or go and win it. The jars went out through Heathrow Express to fans flying to the States. England then lost 1-2 to Argentina in the semi-final on 15 July, which means the medium jar was right. There was also a Scotland jar, carrying the saltire and the words get out of the group, that almost nobody wrote about. Scotland did not get out of the group.
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