Carling is investing more than £14m in football-related activity during 2006 to boost its links with the sport alongside the World Cup tournament.

Its Love Football campaign includes a new TV ad, featuring personalities from the Sky Sports team, a radio campaign and the 'Get a Result with Carling' promotion. Consumers will have the chance to win up to £50 each through millions of ringpulls. Consumers can text reference codes to Carling to receive a match forecast, which could win a prize if it matches the final score.

Kevin Brownsey, sales director for Coors Brewers, said: "The great thing about the promotion is that it will help keep consumers interested throughout the tournament, not just when England are competing."