The “Summer of Sport” campaign was created by integrated agency Kitcatt Nohr Alexander Shaw.
It rolls out this month targeting existing John Lewis customers.
The DM mailer features an image of a Panasonic TV showing a close-up of a goal.
It carries the line: “A stunning view of all the action. Guaranteed.”
Inside, the pack contains images of home entertainment technology available at John Lewis, including HD and 3D TV.
It highlights the free 5-year guarantee the department store offers.
Recipients can also enter a prize draw to win a £1,500 Panasonic home entertainment system.
Rowena Reyes, direct marketing campaign co-ordinator at John Lewis, says: “We want to help our customers enjoy all the sporting action this summer, and with all the current advances in technology it’s never been easier to watch TV whenever and wherever you like”