The promotion is being used to promote Beiersdorf's Nivea for Men status as official men's grooming supplier to the England team, and will link to the campaign strapline: 'Preparation is everything'.
The activity, which was negotiated by the sponsorship division of Aegis media agency Carat, will include on-air activity on TalkSport, as well as the digital TalkSport magazine, TalkSport.net and the print Sport magazine.
Nivea for Men will be included in features and promotions on TalkSport in the run-up to the tournament, as well as in features and sponsor credits around TalkSport's coverage of all 64 matches.
Sport magazine will run a range of England-focused advertorials with the same ‘Preparation' theme, as well as display ads, a cover wrap and sampling campaign.
Adam Bullock, managing director of UTV's sales house UTV Pitch, said: "UTV Pitch is able to deliver exactly what Nivea wanted from a media partner – an entertaining and engaging creative solution from which to target their key demographic during the biggest sporting event on earth: the 2010 FIFA World Cup South Africa."
A spokesman for Nivea for Men said: "A high proportion of the population will be watching the England team in the 2010 FIFA World Cup and, as only one in five men moisturise, the association is ideal in making grooming more accessible to men."
Bullock added: "TalkSport and Sport have a combined audience of over three million people every week, which is why our cross-media proposition is attracting big-name brands."
Last week, TalkSport signed up Tottenham Hotspur manager Harry Redknapp as part of its on-air team for the World Cup.
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