Virgin Media has pledged to make a donation to the Sir Bobby Robson Foundation every time a visitor to their World Cup micro-site watches a video clip.
From 13th May to mid-July Virgin Media has pledged to give 20% of the revenue from videos viewed on the World Cup micro-site to the charity and, if England are victorious in South Africa, they will give an extra 10% in memory of Sir Bobby Robson, who took England to the 1990 World Cup semi-finals.
Sir Bobby’s son, Mark Robson, said: "We’re very grateful that Virgin Media has offered their support with this tribute to my dad. It’s a fantastic way to raise funds to help improve the lives of other people fighting cancer and to make people aware of his charity. The money raised will help fund clinical trials of new cancer drugs, which is something dad was passionate about.
"Italia 1990 is remembered as one of the highlights of dad’s career. He was extremely proud to be manager of England and his team’s achievements in Turin were unforgettable. It was a very special tournament which inspired so many people in a way only the World Cup can.”
Alison Davis, director of online at Virgin Media, added: "We know Bobby has a special place in England fans hearts and we want to give something back by pledging 20% of revenue from videos viewed on our World Cup micro-site to his Foundation.
"In addition, we will give an extra 10% if England win the competition; we see this as a fitting tribute to his football legend and the amazing, and crucial work carried on in his memory.”