Reaching for the extra yard

With the England rugby team narrowly

failing to retain their World Cup crown, interest in the game has never been higher, says Simon Creasey

Most England rugby supporters are still debating whether or not Mark Cueto's try that wasn't in last year's World Cup Final, should have been allowed. What there is little debate over is the side's amazing transformation during the course of the tournament, where the defending champions went from also-rans to narrowly-beaten finalists. After a dire Six Nations campaign in 2007 and a humiliating group defeat against South Africa, England fans came out of the tournament filled with renewed hope that the side under Brian

Ashton was finally back on track.

England's last Six Nations title was back in 2003 and if Ashton wants to break the duck he's going to have to topple the might of the reigning champions France, who will be looking for a record third successive victory in 2008 under their new coach Marc Lièvremont.

But before England's campaign gets underway in February, with a tough opening game against Wales at Twickenham, a few questions need to be addressed. Namely, who will fill the hole left by England giant Lawrence Dallaglio, and if Jonny Wilkinson is fit, should he play or should one of the young pretenders to his throne be given a chance? The likeliest replacement for Wilkinson, whose kicking percentages have dropped in recent times, is the multi-talented Wasps fly-half Danny Cipriani.

The 20-year-old passes accurately, has genuine pace, boundless confidence and kicks well. A campaign to install Cipriani as first choice ahead of Wilkinson has already commenced in some sectors of the media, but he is not yet the finished article, whereas Wilkinson has experience of big-game rugby in spades, has proven time and time again that he can kick under pressure and has a presence that gives others confidence.

Despite an appalling World Cup, Ireland coach Eddie O'Sullivan will be hoping to put the record straight and go one step further than the side's Triple Crown glory last year - they were only pipped to the Six Nations trophy by France on points. Scotland will hope to build on their World Cup form, with coach Frank Hadden confident that his side can make an impact and Wales under new coach, Warren Gatland, will hope to rediscover the form that won them the Grand Slam in 2005.

Italy also had a poor World Cup, but the side continues to grow stronger every year in the Six Nations and under their coach Nick Mallet they are expected to prove a tough challenge, particularly at home in Rome.

At club level, Leicester Tigers dominated last season, landing the Guinness Premiership and the EDF Energy Cup and were only stopped from winning an unprecedented treble by Wasps, who lifted the Heineken Cup in front of a world-record crowd of more than 81,076 for a club game. With the Premiership season already well under way, Leicester have slipped somewhat in the table at the time of writing, but they are expected to come on strong as the season progresses, with Gloucester and Bath looking the likeliest to unseat them.

The group stages of the Heineken Cup are also at an advanced stage with the drama set to unfold over the next few months. The fact that two English teams - the eventual champions Wasps, and Leicester - reached the Heineken Cup final last year was a reminder that plenty of talent exists in the English game. Past winners Toulouse and Munster should provide stern competition for the title, which will be held at Cardiff's Millennium Stadium in May.

Greene King IPA: luring fans back into pubs

During 2008, Greene King IPA will unveil unique plans to strengthen its links across all levels of rugby, from grassroots all the way up to national sponsorship.

As the Official Beer of England Rugby and the UK's number one cask ale, Greene King IPA is perfectly placed to take advantage of the fantastic sporting year ahead.

Following the Rugby World Cup, Greene King IPA is keen to build on anticipation ahead of England's 2008 games.

Greene King Brewing Company marketing director Fiona Hope says: "Last year was a terrific year for Greene King IPA, with England's success during the Rugby World Cup and the brand's continued growth of 5% in a tough market.

"This year is a real commercial opportunity for pubs. With the absence of home nations in the Euro 2008 football tournament during the key summer months, the England rugby union team will again be in the spotlight during its tour of New Zealand."

Greene King IPA will continue to build its sponsorships of both the England team and Harlequins that worked so well during 2007, as well as focusing on driving people off the sofa and into the pub where they can get into the atmosphere that England's live matches will provide during the RBS Six Nations, summer tour and autumn internationals.