Tesco has devised a way to cash in on World Cup fever but at the same time cater for those who fail to fall for the charms of the beautiful game.

This week it launched its 'love football, hate football' campaign offering special deals online and in-store on non food items that would be important to football fans in the run-up to the tournament, such as recordable DVDs, beer fridges and barbecues.

However, the promotion has also been extended to other categories, such as bicycles, garden equipment and personal care items, in an effort to appease non-fans.