AS football fever approaches fever pitch, the Environment Agency is cashing in by relaunching an ad campaign starring England World Cup winner Jack Charlton.

Jack, who won the World Cup with England in 1966 and became a national hero in Ireland when he steered the team to victory over Italy in the USA tournament, is a keen fisherman in his home county of Northumberland.

He is featuring in a “Missing Fishing” radio campaign first lanched by the EA last October to encourage angling throughout England and Wales. The move was initially a response to lower fishing licence sales last year due to the foot-and-mouth outbreak, although sales have been more encouraging this year.

The 30-second advertisements promote the Agency’s reduced priced junior fishing licence and informs listeners where fishing licences can be purchased.

Jack Charlton spent a successful playing career with Leeds United before going on to manage the Republic of Ireland. He spends his spare time fishing near his home in Morpeth, and also in Ireland.