GlaxoSmithKline is launching a £2m promotion for its Lucozade Sport brand, which will feature Liverpool and England striker Michael Owen and coincides with the Euro 2004 Football Championships.

The promotion is entitled, 'Are You Ready To Win £1 million'.

Rollo Giles, customer marketing controller, take home, GlaxoSmithKline, said: "The promotion is set to increase excitement before and during the Euro 2004 tournament, drive penetration and boost sales for multiple retailers right the way through to the finals in July."

Lucozade Sport is investing over £2m through-the-line in the promotion which will include advertising, PR and an extensive range of POS as well as another burst of the core Lucozade Sport 'Are you Ready?' TV advertising, all of which will feature Owen.

Consumers can enter as many times as they like. Every pack provides a chance to win anything from £5 to £1m. Consumers are given a 'Michael Owen match minute' for one of the six potential matches that England could play, as well as a cash prize amount. Consumers text in their details to register and if Owen scores during that minute provided they win the prize amount.

The on-pack promotion also coincides with the introduction of a new flavour, Lucozade Sport Mixed Citrus, to the range which, the company says, is set to offer a £4 million sales opportunity in the first year alone3.

Giles said: "With Lucozade Sport showing 20.6% growth year-on-year4 the Michael Owen promotion and the introduction of a new flavour is set to drive sales with existing and new consumers, providing a boost for both the brand and the category. Multiple etailers should think about stocking up now with promotional packs to generate excitement around England matches in June and hopefully July."