As World Cup fever starts to build, one regional daily has moved to ensure that man’s best friend doesn’t miss out.

Invoking the spirit of 1966 mascot, World Cup Willie, the Hartlepool Mail is asking readers to take snaps of their dogs dressed in England kit as part of an unusual competition.

“Does your rover dribble like Rooney, do you have a Labrador like Lampard or is Fido a match for Ferdinand?,” the newspaper asks.

And the competition has certainly proved a hit with readers with the newspaper inundated with pictures just days after it was launched.

Deputy editor Gavin Foster said: “The idea of running a competition around dogs in the build-up to the World Cup came during a newsroom meeting to discuss how we could cover the tournament.

“We wanted something a bit fun and different and football and pets are always a great way of generating reader interest. We have had a huge response already.”

The competition is just part of the Mail’s build-up to the World Cup kick-off on July 11 with the newspaper also sending reporters out on the streets armed with flags and hats.

They are also appealing for any Hartlepool or East Durham ex-pats who will be cheering on the Three Lions from afar to get in touch and those closer to home who will be decorating their homes with St George flags to send in pictures.

The winner of the Mail’s England Pedigree Chums feature will win a seven-day holiday for their dog at a luxury home-from-home pet care service.

Gavin said: “Most newspapers are full of negative stories about crime or court cases. We just wanted to focus on something positive which would have a lot of reader involvement and the World Cup seemed like the perfect vehicle for that.

“We just want to encourage our readers to support our lads out there under the banner ‘Come on England’.”