Soccer legends Malcolm Macdonald, Eric Gates and Bernie Slaven are urging football fans to back the Bobby Moore Fund for Cancer Research UK.
The former Newcastle, Sunderland and Middlesbrough stars will be kitted out in red and white Bobby Moore Fund T-shirts to spur fans on to organise World Cup-themed fundraising activities.
The Bobby Moore Fund contributes to bowel cancer research - the disease which Moore died from in 1993, aged 51.
In 1993, Cancer Research UK and Moore's wife, Stephanie, set up the fund to raise money for research into the disease.
In the North-East, 991 men and 779 women are diagnosed with bowel cancer every year.
Eric Gates, former England, Sunderland and Ipswich Town striker, said: "We want to encourage as many people as possible to raise money for research by organising sporting and 1960s-themed fundraising."
Gates, who was born in Ferryhill and now lives in County Durham, added: "Malcolm, Bernie and I will be hosting a World Cup sweepstake for the Bobby Moore Fund on our Three Legends Football Phone-In show on Century FM.
"We hope lots of supporters will follow our lead and organise their own events with friends and family or at work."
Cancer Research UK shops across the region will be selling everything needed to make watching the World Cup as much fun as possible, including T-shirts, mugs, baseball caps, and car flags.
About one in 20 people will develop bowel cancer during their life, and 45 people die from the disease every day in the UK.
For a free fundraising pack with ideas on how to raise money for the fund, visit www.bobbymoorefund.org or ring hotline 08701 60 20 40.
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