As part of a £9m media spend for the year, Lucozade Sport has announced details of its Rugby World Cup campaign.

The £5m promotion runs from August 3 to October 31 and includes TV and digital advertising, as well as PR, sampling and in-store activity. PoS featuring the teams of the four home nations is available and retailers will be free to choose what works best for their store.

In addition, bottles of Lucozade Sport now include a code that customers can enter online for a chance to win an official rugby shirt every 80 minutes.

Vicky Morgan, marketing manager for Lucozade Sport, told Retail Express there will be two periods when retailers should get behind the activity.

“The hype around the tournament will begin around the back end of August when the friendlies kick off and then there will be another spike of interest when the tournament begins on September 18,” she added.

It is also likely that at least one of the four home nations will get through to the quarter-finals, which take place October 17 and 18.

Raaj Chandarana of Tara’s News, High Wycombe, said from now on he will be identifying shoppers that are interested in rugby and finding out what teams they support.

“One thing we learnt with the Football World Cup is that it is best to use PoS from different teams, not just England as that creates a talking point and ensures that everyone is involved,” he added.