"Fuelling England's Roar" is the banner of a massive World Cup campaign from Lucozade Sport, the sponsor of the England team and the official sports drink sponsor of ITV's coverage of the tournament. Its biggest-ever campaign includes an on-pack promotion to win a share of up to one million official England prizes - including classic England shirts, flags and caps - backed by a £15m marketing drive. Footballer Steven Gerrard will head up the outdoor advertising arm of the campaign, while Darren Bent will lend his support to the digital arm, which includes social media and an iPhone app.
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