Famous footballer Jack Charlton is starring in an advertising campaign to encourage more people to take up angling.

Mr Charlton, who won the World Cup with England in 1966, is a keen fisherman in his home county of Northumberland.

Now he is featuring in a radio campaign by the Environment Agency to encourage angling throughout England and Wales.

The move is in response to lower fishing licence sales this year due to the foot-and-mouth outbreak.

Tourism trade

The campaign uses the tag line "Missing Fishing?".

The 30-second advertisements promote the Agency's reduced five pound junior fishing licence and inform listeners where fishing licences can be purchased.

The �100,000 campaign has been funded by the Department for Environment, Food and Rural Affairs (DEFRA) as part of its general package to assist economic recovery in areas affected by the foot-and-mouth outbreak.

The Department is keen to help businesses affected by the disease and an increase in the number of people fishing will boost businesses in the tackle and tourism trade.

Leeds star

Up to the end of June, sales of licences were down by 8% across the country, but the decline was worse in those English regions hardest hit by foot-and-mouth.

Sales fell 13% and 15% in the North East and South West respectively; and by 19% in the North West.

Environment Agency Head of Fisheries David Clarke said: "Anglers spend many millions of pounds every year, supporting thousands of jobs, especially in the tackle and hotel trades."

Mr 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.