Retailers prepare for the World Cup effect. (News).

Retailers and record companies are teaming up to boost music sales around the Fifa World Cup, staging a series of promotions aimed at soccer fans and consumers with no interest in football.

This week, HMV's stores in England will feature a window display themed "Sounds of The Beautiful Game" featuring World Cup or football-related albums. The campaign will continue in-store throughout June.

In a separate promotion, HMV has linked with Telstar/Spin Music and The Sun to distribute free copies of CD Come On England containing six tracks, including Fat Les' Vin-da-loo, The England Supporters Band's The Great Escape 2000 and Lonnie Donegan's World Cup Willie.

Tower Records' sales director Justin Ellery expects general trade to be affected slightly by the tournament, but hopes any decline will be offset by football-based promotions and campaigns aimed at the tourist market in London.

"I expect football will impact our business, but with most of the matches kicking off early in the morning hopefully there will still be people around to buy music during peak trading hours," he says.

On June 3, Asda will install a football album merchandising board into its top 70 stores, featuring themed albums nominated by record companies. Titles will include ...