The "Unofficial Beer" campaign, which has been produced by creative agency Someone, will feature in the Daily Mirror's sports pages for the duration of the tournament, which begins on Friday.
Comprising a series of 25cm by four column colour prints and two advertorials, the ads will feature straplines written by Old Jamaica Ginger Beer's "select group of knowledgeable football fans" the day before they are printed.
Strategic planning agency Goodstuff, which came up with the "Unofficial Beer" tagline, said the football-themed straplines would ensure the campaign offers a topical, humorous, and unofficial perspective of the tournament as it progresses.
MGN said the campaign aimed to attract a diverse range of male football fans by offering truthful and innovative ads.
John Ryan, head of press trading at Manning Gottlieb OMD, which brokered the deal, said: "This partnership with MGN is based on multiple insertions with a lot of creative executions and shows how a flexible brand can use press to its best advantage."
Toby Bowerman, strategist at Goodstuff, said: "'Unofficial Beer' will enable us to connect with men through advertising that is reflective of the country's mood and offers an antidote to official brand communications."
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