On 12 and 13 June 2014, to tie in with the beginning of the 2014 World Cup football tournament, a free special issue of The Sun was distributed by the Royal Mail to 22 million homes in England.[130] The promotion, which did not include a Page 3 topless model, was announced in mid-May and was believed to the first such freesheet issued by a UK national newspaper.[131]
The boycott in Merseyside following the newspaper's coverage of the Hillsborough disaster in 1989 meant that copies were not dispatched to areas with a Liverpool postcode.[132] Royal Mail employees in Merseyside and surrounding areas were given special dispensation by their managers to allow them not to handle the publication "on a case by case basis."[132]
The main party leaders, David Cameron, Nick Clegg and Ed Miliband, were all depicted holding a copy of the special issue in publicity material.[133] Miliband's decision to pose with a copy of The Sun received a strong response.[134][135] Organisations representing the relatives of Hillsborough victims described Miliband's action as an "absolute disgrace"[136] and he faced criticism too from Liverpool Labour MPs and the city's Labour Mayor, Joe Anderson.[137] A statement was issued on 13 June explaining that Miliband "was promoting England's bid to win the World Cup", although "he understands the anger that is felt towards the Sun over Hillsborough by many people in Merseyside and he is sorry to those who feel offended."[136][138]
Promoted as "an unapologetic celebration of England", the special issue of The Sun ran to 24 pages.