JD Sports and Umbro have joined forces with Codemasters and Xbox to create an in-store promotion based on the launch of Umbro's new England football kit.
Five of the sportswear retailer's UK stores have installed an interactive area to entertain shoppers. Xbox consoles carry a preview copy of Codemasters' England International Football, The Official England Team Game.
A further 20 stores are due to follow. JD Sports customers can claim a free Umbro England cap, as well as a money-off voucher redeemable against the computer game, which launches in May.
Codemasters football brand manager Paul Nugent said: 'It's pleasing to be able to deliver the first football game ever to feature Xbox Live online play.'