ESPN Aligns with Budweiser for FA Cup Coverage

LONDON: ESPN and Budweiser are working together on content and advertising surrounding this season’s FA Cup.

The two worked together on last season’s coverage, but this agreement includes several new elements. Notably will be the social media integration. Fans watching or accessing any of the multiplatform content surrounding the FA Cup will be encouraged to share their views and opinions via Twitter using #ToTheDream.

Eight short fan-focused films, which will be running all season, recount fans’ personal tales about the Here’s to the Dream competition. To date, two films have aired on ESPN. In these films, fans share their greatest FA Cup journeys and experiences to build anticipation for the season’s tournament.

All televised FA Cup coverage on ESPN will feature pre- and post-break bumpers. Online, ESPN.co.uk’s FA Cup coverage will feature display banners and rich-media ads.

A series of five FA Cup legends-focused films will be running periodically throughout the competition. These films focus on some of the most important moment’s of the competition’s history. To date, three of these have aired on ESPN.

Also part of the pact is a new in-program sponsored feature in ESPN’s live FA Cup telecasts. This kicks off from the Third Round coverage. Hosts, celebrities and former players will be providing viewers with a bit of the anticipation leading up to the big match.

ESPN.co.uk has also launched a fan poll to collect all-time favorite FA Cup moments from several topical categories. Voters can choose from classic matches, goals and other moments, and watch those clips online and on TV. ESPN will reveal the all-time most-voted-for moment as part of its all-day coverage of the 2013 FA Cup Final on May 11.

Other initiatives include fans being able to vote for their Budweiser Man of the Match during all FA Cup matches.

Alan Fagan, group head of sales at ESPN Europe, Middle East and Africa, said: “ESPN is committed to celebrating the FA Cup’s rich and varied heritage and to bringing fans the very best stories and insight into this year’s competition. Our collaboration with Budweiser engages fans with content and participation, via TV, online, mobile and in the social media conversation, celebrating moments past, present and future. Our collaboration with Budweiser reflects our shared passion for both The FA Cup and fans, and demonstrates ESPN’s dedication to delivering unique and individual solutions for advertisers.”

Iain Newell, the U.K. marketing director at AB InBev, added: “One of our major commitments as lead partner of The FA Cup is to bring the tournament closer to football fans, build anticipation for every round and to celebrate the optimism the competition holds for both fans and clubs. In our second season with ESPN we are looking forward to a program of activity that engages with football supporters, in particular through social media, generating interest and excitement around our involvement in the tournament.”