Carlsberg, the outgoing shirt sponsor of English soccer club Liverpool FC, will launch a £30 million Fifa World Cup-themed marketing campaign that will be its biggest marketing investment of 2010.

The deal comes after Carlsberg lost its long-term place as Liverpool's shirt sponsor. The Anfield club, owned by American businessmen Tom Hicks and George Gillett, will be sponsored by bank Standard Chartered from the summer, having secured a significantly greater contract than the Anfield club had ever managed to get out of its previous sponsor. Liverpool will be paid more than £80 million by Standard Chartered over the next four years.

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Carlsberg, who will remain a sponsor of Liverpool despite losing its place on the club's famous red shirt, has chosen to up its investment as the official beer of the England national team. Its new campaign will encourage fans to give a team talk to the England team - including the likes of Liverpool captain Steven Gerrard - via video or text message. It will also feature television advertising, and more than 2.5 million promotional Carlsberg packs.

The beer brand has a four-year contract as the official beer of both the England team and the FA Cup.