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Telephony and data networking company Avaya, which has clients including Egg, BSkyB, BT and recruitment web site Monster.com, is running the campaign to raise awareness of its role as technology provider for the World Cup. It has no plans to advertise on Yahoo!'s official FIFA web site.

Avaya is sponsoring the football match centres, which provide live commentary, scores, match statistics, interactive chats and games on Sports.com and Realmadrid.com.

Sports.com powers the football match centre on the Real Madrid web site and sells advertising on its behalf.

The section is being revamped to include products such as an Avaya-branded downloadable desktop application that football fans can use to keep track of matches while at work.

The deal extends to the football match centres in Sports.com's pan-European network of sites in France, Italy, Germany, Ireland and Spain.

Simon Clarke, Avaya's director of corporate branding and marketing services for Europe, Middle East and Africa, said: "The main reason we are with Sports.com is that we are the sole sponsor of the live match reports and that gives us more presence and better branding."