Scottish & Newcastle UK is launching its biggest promotion yet to capitalise on this year's World Cup football tournament.
The drinks producer is teaming up with ladbrokes.com to offer consumers millions of pounds worth of free football bets on promotional multi-packs of Foster's, Kronenbourg 1664, John Smith's Extra Smooth and Strongbow.
David Goadby, S&N UK's customer marketing director, said the joint initiative with Ladbrokes would invite consumers to become part of a £50m flutter. "It is the biggest investment in any single activity we have ever made."
Consumers will be offered free £5 football bets and any winnings can be credited directly to their account. Additional offers will be available on single bottles and cans, as well as four-packs.
Goadby said viewing figures would be high, regardless of the outcome for England.