Lucozade Sport has launched a host of activity to help retailers make the most of the Rugby World Cup which kicks off later this year.

The £9m investment will include a new TV advert, a host of digital content, PR, national sampling, in-store activation plus an on-pack promotion, and will run from 3 August to 31October.

The on-pack promotion for Lucozade Sport offers shoppers the chance to win official England, Scotland, Ireland and Wales rugby shirts every 80 minutes.

To create impact in-store, Lucozade Sport is also offering tailored rugby themed POS by nation, to enable retailers to drive incremental sales over the six week tournament.

The POS features rugby heroes and Lucozade Sport brand ambassadors Chis Robshaw, Conor Murray, Leigh Halfpenny and Stuart Hogg.

Vicky Morgan, marketing manager for Lucozade Sport, said: “With rugby expected to be truly in the spotlight this autumn, it presents a huge opportunity for retailers to attract new shoppers to the category.

“Retailers who have activated using Lucozade Sport point of sale around major sporting events in the past have experienced as much as +26.3% value sales growth of sports drinks.

“Over the same period, they have seen as much as a +36.9% uplift in Lucozade Sport specifically, attracting new shoppers to the brand and a quarter going on to repeat purchase,” she added.

The Rugby World Cup runs from 18 September to 31 October 2015.