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The Newcastle United striker damaged his knee during England's 20 June encounter with Sweden, forcing him out of the tournament.

An Asda spokeswoman said it will press ahead with its ads, created by Publicis, where Owen is seen running about in-store. Domino's will also continue to run its ad, created by Team Saatchi, featuring two men arguing over who is the bigger football fan, until one reveals he has Owen locked in his cupboard.

However, building society and Newcastle United sponsor Northern Rock was last week forced to pull its ads featuring the player; one asked 'Can we have him back in one piece please?'

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