Coca-Cola has signed up new football celebrities in the latest round of the ongoing battle with rival Pepsi over football sponsorship. ITV's Premiership programme presenters ­ Des Lynam, Terry Venables, Ally McCoist and Gabby Logan ­ star in a six-week radio campaign backing a Coke on-pack promotion which offers tickets to the World Cup final in 2006 as the top prize. But the company has shied away from including England captain David Beckham in PoS material, despite sponsoring the England team. His appearance on Coke World Cup packs launched in March led to arguments with Pepsi owner Britvic, with which Beckham has a long-running personal sponsorship deal. The new Coke promotion kicked off this week and runs until the end of the World Cup. Consumers collect ring-pulls and bottle caps with finalists' names. If their team wins the Cup this year, they could be on their way to the finals in four years' time. Advertorials in Match magazine and a link with The Sun also back the promotion. England football stars Michael Owen, Steven Gerrard and Paul Scholes appear on PoS. Pepsi has already featured Beckham, along with other world football stars, in its own TV ads and in an on-pack promotion. Up for grabs are a day as a professional footballer or tickets to a Pepsi player party at Manchester United's Old Trafford stadium. Coke's new World Cup TV ads feature Leggsy, a three-legged cartoon character. {{P&P }}