Carlsberg UK will invest GBP10.5m (US$18.3m) on TV advertising alone during 2006 in a new promotional and advertising campaign ahead of June's FIFA World Cup in Germany.

It is the brewer's largest ever investment in a football sales and marketing campaign, and focuses on England's chances of winning the tournament with the slogan "2006…Probably". The campaign will run across Carlsberg promotional material, press advertising and limited edition glasses.

Graeme Mitchell, on-trade controller for Carlsberg UK, said: "We have taken our famous advertising strapline 'Probably the best lager in the world' and used it to convey the nation's belief that England can win the tournament."

Carlsberg is also offering 'speed of service' support prior to the World Cup, to advise on a range of tactics to cope with crowded pubs, including putting aside dedicated serving areas at the bar and offering table service.

"Our research shows that 37% of people prefer to watch England in the pub and one in nine pints of on-trade draught lager is consumed whilst watching football," added Mitchell.

"Nearly two thirds of football fans cite atmosphere as the primary reason for choosing a venue to watch the match. Carlsberg is providing support items including wigs, flags, t-shirts, pint hats and staff uniforms to help publicans increase footfall to their venue by creating the perfect atmosphere for watching the match - teamed with a pint a Carlsberg."