Greene King, the official beer sponsor of English cricket and grass-roots rugby, is hosting a major sports-themed nationwide on-pack promotion, created and implemented by Farnham-based marketing agency Ten Feet Tall.

Appearing on 250,000 bottles of IPA, IPA Gold and IPA Reserve, the promotion is running off-trade and is supported by a TV spend in excess of £250,000.

Each bottle wrap showcases one of 10 ‘Great Sporting Moments’, from England’s 1966 World Cup victory to Saracens’ European Double in 2017, and the series of collectable labels features not only football, cricket and rugby but also golf, motorsport and cycling.

Customers are driven online to read not only the full story behind the sporting triumph, but also to discover whether the unique code on their label means they have won a summer-themed gift from the £50,000 prize fund.

Ten Feet Tall MD Ed Hughes says: “Our marketing expertise in the sports and sponsorship arena combined with Greene King’s legendary support of both professional and grass-roots sport make for a winning combination.”