The beer brand, already the “official beer” of the England football team, has signed a new deal that allows it to use pictures of England stars such as Wayne Rooney, John Terry and Steven Gerrard in campaigns both in the UK and globally.

The value of the new deal was not disclosed but it is thought that the beer brand paid more for the additional rights.

Parent company Carlsberg UK is hoping that the association will boost sales. It claims that sales of Carlsberg in pubs increased by 26% year-on-year during the first week of last year’s World Cup.

Dr Isaac Sheps, chief executive at Carlsberg UK, says: “We know that when we activate around our England sponsorship we see a great boost to sales and brand awareness. It is a great partnership and one that we hope will extend beyond the 2014 World Cup.”

Separately, the FA is expected to announce Budweiser as title sponsor of the FA Cup tomorrow (14 June). The beer brand will replace E.on.