Toshiba will be the official consumer electrical supplier of the English Football Association in the build-up to next year's World Cup in South Africa. The brand will seek to capitalise on the popularity of England stars such as Wayne Rooney, of Manchester United, and Liverpool's Steven Gerrard as part of a US$5 million campaign.

England qualified for the World Cup at the earliest possible opportunity, winning eight from their first eight qualifying games, and the FA has since concluded multi-million dollar deals with Mars and McDonald's.

• McDonald’s commits to FA for four more years
• Mars signs sweet English FA partnership

"Enhancing the on-screen experience of watching football is a vital way to increase loyalty and support for the England team - particularly as we approach the Fifa World Cup Finals," said the FA's head of business development, Sean McAuliffe, to Marketing magazine, which noted 'Marketing activity will peak in April and May, although McDowell said Toshiba will not follow the lead of fellow sponsor Mars by creating a specific football TV ad.'

Toshiba was an official sponsor of the last two Fifa World Cups.