The sweepstake launches today, meaning that for a stake of £10,000, 32 advertisers, who must pick one of the 32 teams competing in the tournament in Germany to represent them in the lottery, will win a three-week campaign, which must finish by midnight on June 23.
This is the date of the World Cup's last group game, after which only 16 teams will remain in the competition.
The remaining advertisers that make it through to the last 16 are guaranteed free advertising until their team is knocked out.
The advertiser whose team wins the World Cup will get the bonus of free advertising for a week after the final.
There is also a prize draw element for all 32 participating agency buyers, with the chance to win flights and two tickets to a game in the last 16.
Phil Quartly, TalkSport commercial director, said: "This sweepstake gives advertisers the chance to get a little more competitive with each other while also having some fun, encapsulating the spirit of the tournament."
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