Yahoo has selected agencies from holding group Havas Worldwide to handle a new summer football programme that begins this week.

The online giant awarded the brief to Havas Sport & Entertainment, which includes UK firm Cake, and sister digital agency Euro RSCG 4D, following a four-way pitch. The two networks will aim to promote the 'Yahoo! Penalty Shoot-Out' promotion, using a combination of digital, social media, PR and experiential activities.

The promotion is centered around what it claims is "the world's biggest online and offline penalty shoot-out". Users initally compete in an online tournament, with the two highest scorers flown to Brazil to take part in a real-life penalty shoot-out against former England goalkeeper David Seaman. The winner receives tickets to 16 sporting events, over the next four years, including Brazil 2014.

A number of other international goalkeepers are taking part in the campaign's launch through a series of guerilla penalty shoot-out in a number of cities, including London, Madrid, Seoul, Sao Paolo and Jakarta.

Yahoo Sports & Entertainment Marketing VP Chris Cassidy said that the Havas agencies secured the business after presenting an "innovative on- and offline campaign to engage football fans around the world."