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The activity is based on McDonald's right as a sponsor to provide player escorts - children who accompany players on to the pitch at each game - for this summer's tournament in Portugal.

Eurosport has created a multi-lingual television and online competition that will give six- to ten-year-old children the chance to win an all-expenses-paid trip to the tournament. The contest will be highlighted in McDonald's ads on the channel.

Eurosport will also produce a series of editorial pieces during the one-month submission period, as well as a programme on the winners and their 'dream' experience.

As part of the deal, brokered by ad agency Leo Burnett's sports division Leo Sports, McDonald's has the right to use footage from the Eurosport programmes and any entries as content for its in-store TV channel, as well as on material such as tray liners.

The campaign is the fast-food giant's first pan-European activity since it over-hauled its global positioning last June, with the launch of the 'I'm lovin' it' strapline.

To enter the competition, children must submit a video, e-mail, drawing or letter, explaining why they love football so much.

The focus on children ties in with a wider strategy by McDonald's of sponsoring football at grass-roots level. This includes a tie-up with the Football Association to provide coaching to children.

Eurosport has also created a web site (www.mcdonaldsplayerescort.com).

This will be promoted in ads and will enable kids to keep up to date with the competition.

The contest will give 682 children across Europe the chance to act as a player escort at the tournament, with 13 being chosen from the UK, three of whom will be chosen via the Eurosport deal.

In the wake of the debate about advertising junk food to children, McDonald's has faced criticism for its involvement in both Euro 2004 and this summer's Olympics in Athens.

But the restaurant chain claims competitions such as this will serve to demonstrate that its sponsorship is useful to children, by focusing on the community rather than big-name players.