The campaign takes Carlsberg's famous advertising proposition "Probably the best lager in the world", and translates it into the new message in a promotional drive through marketing communications agency Billington Cartmell.
The promotion centres around a text-to-win competition offering 1m specially produced glasses embossed with the three lions England badge.
The glass, which will appear on more than 4m Carlsberg packs and all point-of-sale activity, will be shown being held proudly aloft in a way reminiscent of past glories.
The message is rooted in the fans' belief that England can win the tournament and captures the emotional national fever during this time.
Billington Cartmell has carried the message through into extensive in-store support and tailer-made promotions with different retailers.
In addition to the national on-pack activity, the marketing agency has devised many free text-to-win prizes.
Bruce Ferguson, account director of Billington Cartmell, said: "Over the past two years, we have worked hard with Carlsberg to take the excitement and emotion experienced by football supporters and translate it into effective and impactful promotional marketing.
"This, the final burst of activity before the tournament finally starts, offers fans highly collectable branded glasses while articulating the national belief that we will see England lifting the trophy in 2006... probably."
Carlsberg is the official beer of the England football team.
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