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.

ESPN: the channel's FA Cup coverage is led by presenter Ray Stubbs (centre)
ESPN: the channel's FA Cup coverage is led by presenter Ray Stubbs (centre)

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


Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email