Lucozade Sport, sponsor of the England national football team and the official sports drink sponsor of ITV’s exclusive 2010 World Cup coverage, is launching Fuelling England’s Roar, a £15 million World Cup campaign and on-pack promotion.

The on-pack promotion, created by Billington Cartmell, will give consumers the chance to win a share of one million official England prizes, including classic England shirts, flags and caps. To enter consumers need to purchase a promotional bottle, available from April 2010, and text in their unique code.

As well as the ITV sponsorship, the fully-integrated marketing support campaign will include outdoor advertising, a comprehensive digital campaign with social media, an iPhone application and PR.

Outdoor advertising will feature Steven Gerrard to further reinforce the brand’s credibility and leverage consumer interest, while Darren Bent will be involved in the digital campaign.

Matt McKie, Lucozade Sport Brand Manager, says: “As the official sports drink of the England team, our objective is to fuel the players to World cup success, as well as leverage our association with ITV’s coverage of the 2010 World Cup.”