Crabbie's is running the campaign on Talk Sport Radio and claims it will reach 3.3m people.
The adverts will follow the Crabbie's signature retro 50s theme with cheeky 'Carry On' style humour following two stories around 'a gastro pub adventure' and 'a Crabbie's BBQ'.
The two adverts will be aired throughout the day and evening including prime slots during eight live coverage games.
The campaign will run for the duration of the World Cup on Talk Sport Radio.
The ads signify the latest in a series of investments into TV and radio as Crabbie's bids to raise its brand awareness.
It has previously sponsored the British Comedy Awards, the National Television Awards and National BBQ Week Tour.
Crabbie's ginger beer brand has listings in Morrisons, Sainsbury's and Waitrose.
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