How do i reinstall football manager 2010

Hey,
I recently bought footy manager 2010. When i first put it in, it installed and played fine. It worked a few more times after that, but now when i put in the disc drive, it makes a lot of noise but doesn't do anything.
The disc shows up in the E drive on 'my computer' but no matter what i try, i cant get it to load up.
I've tried unistalling and Reinstalling it but no luck :-(
Advice Please, I'm gutted and clueless!!
Cheers