Rugby legends, including former England captain Will Carling and ex-All Black star Jonah Lomu, are heading a new Heineken campaign for this autumn's Rugby World Cup.

Joining them is South Africa's World Cup winning captain John Smith; star of England's own World Cup winning side, Matt Dawson; ex Wales and British & Irish Lions number 8 Scott Quinnell; former Australia captain Rocky Elsom and Shane Horgan, former Ireland and British & Irish Lions winger.

The seven will be offering an alternative view on the action, which takes place in the UK starting 18 September, and are to spearhead a search for 48 fans who can win the once-in-a-lifetime opportunity to open a match by attending the official coin toss.

"Rugby World Cup is the pinnacle for any player and this tournament will be one of the biggest ever," said Lomu.

"To partner with Heineken and join such an esteemed group of rugby legends is an honour."

The Heineken activity will kick off in August across the globe, including posters, print advertising, online and TV ads.

During the competition fans will get the chance to take part in the Heineken Rugby Studio, a preview and review show to take place on social media hosted by Will Carling.

In the UK, the brewer will be hosting live events for fans in the run-up to the tournament, which will include an opportunity to get a "champion's eye view" of the Webb Ellis Cup in their local.

Brand director David Lette, said: "Rugby World Cup 2015 is tipped to be the biggest ever. To celebrate, we want to give fans here in the UK and around the world the ultimate second screen experience that brings another level of enjoyment to the tournament and really opens Rugby World Cup 2015.

"Through the Heineken Rugby Studio, we will create an engaging digital experience that gets fans closer to Rugby World Cup 2015 action."

The Ashes is the other huge sporting event on UK soil this year, get your pub ready with our guide to bowling cricket fans over with your offer.