The initiative will give away £50m in free football bets, as the UK's biggest brewer ditches price promotions to concentrate on the value of its brands.
The promotion, which starts in mid-April, will run in both the on- and off-trade.
Consumers who buy multipacks of Strongbow, Kronenbourg 1664, Foster's or John Smith's Extra Smooth will receive a free £5 bet.
Customers buying drinks in pubs will be given a scratchcard offering the chance to win a £5 bet.
The initiative represents an attempt by the brewer to cash in on this summer's World Cup in Germany.
It marks the start of a push that will take S&N into what has traditionally been the territory of brands such as Budweiser and Carling.
Promotional material, created by S&N roster agency Steam, will appear on 180m cans, as well as in more than 1600 pubs and bars.
Both S&N and Ladbrokes regard the initiative as an ideal method of recruiting new consumers.
The promotion has been overseen by S&N customer marketing director David Goadby and Ladbrokes marketing services director Paul Corson.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
