According to the Royal British Legion, appeals broadcast to spectators at FA Carling Premiership and Nationwide Football League clubs matches helped increase donations by almost £250,000 on the year before.

Sports presenter Des Lynam and Arsenal manager Arsene Wenger also helped to launch the appeal with the prime minister at Downing Street in October.

The sports personalities replaced the Spice Girls and Dame Vera Lynn, who fronted the 1997-98 campaign by encouraging people to donate to the ex-service community.

Silence observed

RBL spokesman Charles Lewis said: "The amount of money raised shows a very generous British public who obviously feel very strongly about remembrance."

He added that 72% of the British public observed the two-minute silence.

Over 300,000 volunteers collected for the ex-service community.

The money raised pays for a wide range of needs - from residential care and convalescent homes to helping widows visit their husband's graves abroad.

The poppy campaign has been running since 1921. This year's launch will be announced in October but organisers are keeping fund-raising plans secret.