With the World Cup only weeks away, the excitement that is being felt amongst football supporters is being capitalised upon by numerous Australian companies in the proliferation of marketing and merchandising.

The last time I was in the newsagency, I counted no less than 8 Socceroos - World Cup preview magazines. Further, on the near horizon is the release of a new selection of books about Australian football. These include efforts from Andy Harper, an updated version of Matt Hall's The Away Game and a comprehensive history of football in Australia written by Trevor Thompson, called One Fantastic Goal.

The attention is unprecedented and has easily surpassed what was on offer the last time Australia qualified for the World Cup. Everyone is getting onboard the Socceroos juggernuaght, and the multinationals are no different.

Top on the list of those making offerings this time around is Coca Cola Amatil (CCA). Coca Cola has a long tradition of supporting football in Australia. Infact, at one time, the National Soccer League, was known as the Coca Cola Soccer League. They have produced a gold 600ml Coke / Diet Coke, whose label reads..."Coca Cola...football as it should be." The label also has a picture of the World Cup and the logo of the 2006 FIFA World Cup. But there is no mention of the Socceroos. Which is a little disappointing.

The Socceroos do get a guernsey however, via CCA's Powerade Isotonic brand (www.powerade.com.au). Infact there is a 'flavour' called Socceroo Strike. Powerade are also running a series of competitions via national supermarkets (IGA / Safeway - Woolworths / Coles), for example the IGA entry form is headed 'Win a Trip to the 2006 FIFA World Cup final". And via www.powerade.com.au, 4 bottle labels and $25.00, will get a you a limited edition Socceroos / Powerade shirt, which looks rather impressive (pictured right).

It would have been good if CCA released a series of commemorative cans bottles, maybe featuring the image / profiles of the squad or even a 32 can series featuring all the qualified nations. Cost may have been a factor, but surely these would have been absolute winners in the diverse cultural market that is Australia.

Rexona (www.rexona.com.au) has supposedly released a 'Football' deoderant - but I'm yet to see the can or the TV commercials. If it's like the commemorative can they released for the 2006 Melbourne Commonwealth games, then that should be a beauty, and they should be commended for their efforts.

Sanitarium Wheetbix (www.sanitarium.com.au) is the official breakfast of the Socceroos, and Tim Cahill is the official representative. He eats 9 weetbix a day. Sanitarium has turned their cartons of Weetbix into small shrines, dedicated to the Socceroos and their historic qualification for Germany 2006. They are also running a competition, via the same packaging. Nice art work, obvious thought went into this one. They too should be congratulated.

Australia Post (www.auspost.com.au) have done their part, and released a series of 'Soccer In Australia' stamps. They're nice, and feature the 2006 FIFA World Cup final logo. The first day cover was issued from Sydney on 9 May 2006 and would be handy to have. I'm again a little disappointed (and no, it's not because they called it 'soccer'), as the stamps feature none of the Socceroos squad, or even the FFA logo. Maybe next time round they can get that right. Still, for every soccer item purchased, you'll receive an entry form for the chance to win 1 of 6 plasma screens. Thats a nice touch.

The national team jersey sponsor Nike (www.nike.com.au) have most definately come to the party. Other than the official jersey, there are polo shirts, tracktops, t-shirts even green and gold wristbands. They have provided the fans with an almost plethora amount of supporter gear, all of which we should be proud to wear. Do yourself a favour and get down to the major stockists, Rebel Sports.

Even Umbro have come to the party. Umbro were the shirts sponors last time we qualified for the World Cup, and that was in 1974. They have produced a replica of the shirt that was worn by Australia. They too are available at Rebel Sports (www.rebelsports.com.au).

In Melbourne, the Herald Sun newspaper have released an album and a series of commemorative Socceroo medallions - 15 in total.

We'll keep our eyes open in the lead up to WC kickoff, for any further additions to the list.