COPA90 Studios Develops Series with Budweiser & Premier League

COPA90 Studios has partnered with Budweiser and the Premier League for Behind the Game, bringing together football players and music stars.

Hosted by former Arsenal player Ian Wright, the show sees guests take part in Budweiser bar games while discussing their careers and off-pitch interests.

Behind the Game is directed by Errol Ettienne and series produced by Kevin Hylands and Dan Lewis.

The full series is available on the Premier League YouTube channel now.

Ross Whittow-Williams, chief operating officer at COPA90, said, “Modern audiences no longer see sports as simply games to watch and play but instead as jumping off points to explore and express their wider cultural passions, interests and beliefs. We launched COPA90 Studios with the specific aim of playing in this space—developing premium sports-adjacent entertainment that connects with modern audiences on a deeper level. To be off the mark with a series that fuses athletes from the biggest sports league in the world with some of the best music artists in the world in a differentiated entertainment proposition all facilitated by one of the biggest brands in the world is the perfect validation of that ambition and a real statement of intent of how we mean to go on.”

Wright commented, “I’m so excited for you all to see this show. It’s been a privilege to get to know these talented footballers and musicians. When you’ve faced the same pressures, criticism, joys and moments of self-doubt as a person and you find common ground in your experiences, you can get a lot from a conversation. Some of their bar game skills need some work, though!”

Todd Allen, global VP at Budweiser, added, “COPA90 has been a creative partner of ours for the last four years so bringing them in as our entertainment partner for Behind the Game was a no-brainer. We’re really excited about the show and our evolving approach with content in our partnerships.”