An on-pack promotion, which will feature across all Pepsi variants, encourages consumers to text and win, with a game console being given away every 90 minutes. Each of the brand's variants will have its own football strip-style livery.
Meanwhile, new TV ads flagging up the offer will feature 20 past and present international players, including David Beckham and John Terry.
Print, poster and radio advertising, promotional displays and digital activities will also add support.
Category director Andrew Marsden said 2006 was likely to be a bumper year for cola sales. "At Euro 2004, more than 13 million people watched England games. This year that figure will be even higher," he added.