Carlsberg is launching its biggest-ever football-themed promotional campaign as it looks to leverage its sponsorship of the England National team in the run-up to the World Cup in South Africa in June.

The campaign, which breaks on the February 1st 2010, invites fans to deliver their own team talks to the England football team either by text, MMS or at www.englandteamtalk.com. Winners will be invited to actually give their motivating words to members of the England team before they leave for South Africa.

Fans will also be able to deliver their team talks by video or text at Premier League grounds and supermarkets, which will be visited by a branded England ‘tour bus’.

The Billington Cartmell-created promotion will appear on 2.5 million packs and in point of sale material. Starring England players, it forms part of an £18 million integrated campaign running for six months, including television, digital and radio activity in the build to the World Cup.

Carlsberg’s senior brand manager, Ifan Jenkins says: “This is hugely exciting for us – we’re looking forward to actively getting as many fans as possible to show their support for the England team to help deliver probably the best team talk in the world…”

Last year, the beer brand signed a four-year extension to its sponsorship deal with the Football Association to remain the ‘official beer’ of both the England team and The FA Cup. It is also beer-pouring partner at Wembley.