Lucozade Sport is set to benefit from a £15m push the brand's biggest ad spend to date centred around the World Cup.

Fuelling England's Roar, starting on 11 June, includes sponsorship of ITV's World Cup coverage, digital and on-pack activity and an outdoor campaign with Steven Gerrard. An on-pack promotion gives consumers the chance to win an official England kit.

The GSK brand is also bringing out a new low-calorie sport drinks range with only 50 calories per 500ml. Lucozade Sport Lite hits shelves next month in lemon & lime and summer berries flavours (rsp: £1).