Footie pundit Hansen to star in latest Carlsberg ad

BBC football pundit Alan Hansen is set to switch to ITV screens during the forthcoming World Cup for Carlsberg's lastest installment in its high-profile advertising campaign.

The new advert, Football Agent, forms part of the brand's high profile marketing campaign around the World Cup and cements its links with the game.

Carlsberg-Tetley managing director for brand and sales Doug Clydesdale said: "Having created a really strong campaign platform the new commercial hits all the right buttons with our drinkers."

The advert is due to be aired in advance of England's first World Cup match against Sweden.

Other marketing activity planned for the on trade sector includes an "England Forever" collector kit as well as specialised beer mats which show consumers how to get football themed ring tones such as Three Lions, Great Escape and Match of the Day.

The beer mats also show how to sign up to an instant SMS messaging service to keep them up to date with the latest football scores.