Pukka Pies England Band launch World Cup 2010 campaign

The Pukka Pies England Band has been ever-present for the past 14 years and South Africa will mark their fourth World Cup finals appearance. This time they are especially determined to keep Fabio Capello's men in tune and in harmony on the way to lifting the most glittering prize in world football.

In a unique first, football fans will be able to follow the exploits of the Band on a regular basis with a daily video diary posted on www.­pukkapies.­co.­uk.

Former player and media pundit Steve Claridge joined the Band at Villa Park to give the Band a rousing South Africa send off. As part of their coverage, Pukka Pies have created a special football website to follow the Band as they follow England in South Africa.

Every day, the Band will be uploading a video of their exploits and adventures to give an 'alternative' fans eye view of the tournament.

England Band leader John Hemmingham said: "Pukka Pies are an integral part of the Band and their support has enabled us to continue to attend every England international fixture throughout the World. South Africa promises to be a tremendously colourful tournament and we are very proud to again be banging the drum for England. By shooting a daily video of ourselves, hopefully all football fans back home will be able to take a look at the whole World Cup experience, rather than simply seeing the matches themselves and very little of the country of South Africa."

Pukka Pies Joint Managing Director Mr Tim Storer said: "The Band have become synonymous with English international football. They put a smile on people's faces and help us enjoy our football.

We have been delighted to extend our partnership with the Band. Two years ago we sent the Band to the Beijing Olympics and our athletes returned with a record haul of medals. We sincerely hope that the Band will play a part in helping Fabio Capello and his England team return from South Africa with some silverware."

Steve Claridge said: "You might not always see them but you can always hear them. The Band brings an element of fun and colour to England international football and that's always great to see."