The competition may not officially kick off until June 9, but brands have been busy creating links with football and the World Cup since January in a bid to cash in on the biggest sporting event of the year

Official sponsor Duracell kicks off its & 'once in a lifetime' on-pack promotion offering consumers the chance to win one of eight pairs of tickets to the finals. More than 20,000 pieces of official FIFA merchandise also go up for grabs.
Gillette begins a 'you and three mates' promotion on its razors giving consumers the chance to win tickets for themselves and three friends to the finals. Runner-up prizes include footballs, caps and polo shirts.
Asda starts a price war for replica World Cup football strips cutting the price from £28 to £22 for adults and selling children's shirts for £17.
Anheuser-Busch rolls out its Passport to Germany promotion for its Budweiser brand, the company's biggest yet for the UK. More than 100 million bottles and cans will carry the promotion with a pair of tickets to the finals up for grabs every 48 hours.
Duracell launches a World Cup radio advert.

Heinz launches a 'football fever' competition for independent retailers, with prizes such as VIP tickets to the finals, signed England shirts and match balls on offer for the best displays of its sauces.
Ian Wright heads up UBUK's on-pack Jaffa Cakes promotion that pushes the product as the official energy snack of the England football team. The promotion, across 70 million packs, will give consumers the chance to win trips to Germany to meet Wright.
Masterfoods asks consumers to believe in the England football team by changing the name of its Mars bars to Believe. The name change, for a limited period, is the first time in Mars' history that limited-edition packaging has featured on Mars' products.

Britvic gets in on the act with its Pepsi Max 'what's in your locker' on-pack competition as part of
the drink's sponsorship of the England team. The £7m campaign includes TV ads and gives away a Xbox 360 games console every
90 minutes.
Unilever starts its Sure For Men sports campaign with a limited edition Sure Sport football range. A £6.7m media campaign includes TV, press and radio advertising.
Carling's £14m Love Football spend kicks off with a new TV ad featuring personalities from the Sky Sports team.
Gillette launches a DVD of the best young players who have featured in past World Cup tournaments across its M3Power and M3Power Nitro razors. The company also launches its Best Young Player award that gets consumers to vote for the best
2006 World Cup player aged 21 years or younger.
Legendary England football stars appear on a promotion run by Nestlé Rowntree. Kit Kat, Aero,
Fruit Pastilles and Yorkie get support from a £6.5m campaign, including TV ads and appearances by 1966 England World Cup team members.

Halewood International begins a Lambrini Girls Just Wanna be Footballers' Wives campaign targeting women who may feel neglected by their boyfriends during the World Cup.
Gillette launches a TV advert and the opportunity for consumers to attend Gillette Soccer Saturday reader evenings on football issues.

Duracell World Cup advertising will hit TV screens and run until July featuring the Duracell Bunny outperforming the opposition on the football pitch.