Budweiser partners with ESPN for FA Cup programmes
Budweiser, the beer brand, has signed a multi-platform deal with Disney-owned sports broadcaster ESPN, which will expand their partnership to include two new ad-funded programmes.
A special segment, 'The Bench brought to you by Budweiser', will aim to give viewers a behind-the-scenes experience on match days and will be broadcast as part of ESPN's live coverage of the final two stages of the FA Cup competition.
It will air ahead of the semi-final between Liverpool and Everton this Saturday (14 April) and before ESPN's coverage of the final on 5 May.
A Budweiser-funded documentary, 'Kings for a Day – The Giant Killers of Football', will also air on 5 May and will cover the role of underdogs in the competition, with vintage footage and interviews with former players and commentators.
The two new strands of Budweiser and ESPN's partnership build on 'Every Match Counts', the series of short films that have documented fans' personal tales about the competition throughout the season.
Jason Warner, global vice-president of Budweiser, said: "One of our major commitments as lead partner of The FA Cup is to bring the tournament closer to fans around the world, building anticipation of matches in all rounds and celebrating the optimism the competition holds for football fans and clubs.
"The ESPN partnership is another step in sharing the magic of the world's most famous domestic cup competition with fans around the globe, and will develop and strengthen our FA Cup sponsorship."
ESPN has the rights to broadcast 25 live games from the FA Cup this season and its coverage is led by presenter Ray Stubbs with commentator Jon Champion and presenter Rebecca Lowe.
Alan Fagan, director of advertising sales, Europe, Middle East and Africa, ESPN, said: "Our collaboration with Budweiser reflects our shared passion for The FA Cup and fans, and ESPN's ability to deliver unique solutions for advertisers."
Follow Maisie McCabe on Twitter @MaisieMcCabe
This article was first published on mediaweek.co.uk
- ESPN talks fans' language as Premier League kicks off
- FA Cup encounter to be dual-screened on TV and Facebook for the first time
- Budweiser-sponsored Wembley FC signs up former top players
- FA says Euro 2012 footballers won't play for Team GB
- ESPN to launch FA Cup campaign
- Sky Sports and ESPN sign Scottish football deal
- Samsung partners ESPN for ad-funded sports series
- Channel 5 knocked out of UEFA Europa League by ITV
- Account Manager - Gaming Brand PFJ £30000.00 - £35000.00 per annum + Excellent benefits, London
- Senior Broadcast Manager PFJ £38000.00 - £45000.00 per annum + Excellent benefits, London
- New Business Director Dynamic New Alliances £0.00 per annum, Berkshire
- Digital Account Director Dot-Gap £38k, Central London
- Search Account Director Dot-Gap £43k, Central London
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Nature Valley awards integrated business to start-up
- LMFM challenges bakers to be Brave on World Baking Day
- Samsung strikes placement deal with The Wanted
- Jaguar readies global campaign for F-Type launch
Yahoo set to announce $1.1bn to buy Tumblr on Monday
AllThingsD is reporting that last week’s rumoured deal that would see Yahoo pay as much as $1bn buy Tumblr is set to become a reality and will be announced officially on Monday.