The shoot brought an unmistakable sense of occasion to lunchtime shoppers, while The Market Place was transformed with bunting, a brass band and a football-themed celebration area.
For Bolton, the value extends beyond the publicity generated by two recognisable broadcasters. The production also reflects the work of the borough’s film office, which aims to connect productions with local businesses, venues and talent.
Newall described the decision to bring major football personalities to the town and place its landmarks on television as “a great way to get Bolton immersed in World Cup fever”.
The council’s plans reach beyond the advert. Temporary licensing changes are designed to help pubs show matches from the tournament in the United States, Canada and Mexico, with Churchgate venues among those hoping to benefit from increased evening trade.
The Market Place is also due to host family activities and football competitions, giving supporters reasons to spend time in the town centre before and after matches.
That wider programme matters because major tournaments can provide a timely lift for hospitality businesses, particularly when public viewing, food and live entertainment are combined.
The advert offers Bolton a chance to present itself not simply as a filming location, but as a place capable of hosting major football activity.
The next test will come when the tournament begins: whether the crowds return for the live matches, and whether the town’s World Cup programme can create momentum that lasts beyond the final whistle.