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O2, the sponsor of the England rugby team, has launched a major campaign in the run-up to the Rugby World Cup featuring the England coach Martin Johnson and eight players including Jonny Wilkinson, Lewis Moody, James Haskell and Chris Ashton.

As the tournament takes place in New Zealand, fans in the UK are faced with the prospect of early morning starts in order to catch each game live on TV.

To help fans, O2 will be sending out up to 90,000 specially created England rugby "breakfast packs".