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SBD/March 4, 2014/Media
ESPN Prepping For Its Final World Cup For At Least 12 Years, Debuting New Promo
Published March 4, 2014
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NEW WORLD CUP PROMO COMING THIS WEEK: ESPN this week is launching a World Cup spot that focuses on the beauty of the host country, Brazil, and pays homage to the country’s successful soccer history. The 30-second commercial ends with the tag, “But if you want to see true beauty, look at our stars” over images of members of Brazil’s national team. ESPN produced the commercial in-house and will run it across all of its networks. It also plans to insert a network graphic in the upper right-hand corner of the screen that counts down from 100 days to the event. ESPN will use the graphic during all of its soccer programming on ESPN, ESPN2 and ESPN Classic. ESPN tomorrow will carry seven int'l friendly matches across its platforms, including a U.S. game against Ukraine that will be played in Cyprus. Other matches that day include Spain-Italy and Mexico-Nigeria. Guglielmino said these high-profile friendly games will do as much to market the World Cup as anything else. “Teams are working out who their new players are and who’s going to be making the trip to Brazil,” he said. “That’s the story. We’re going to tell that story all the way up to when airplanes leave for Brazil.” During the run-up to the World Cup, ESPN will supplement its live-game programming with televised and online vignettes on the players that will make up the U.S. team. “We want the American public and those that will be rooting for the U.S. team to understand who these players are and where they’re from and what their stories are,” he said. “We were successful in 2010 bringing in a much broader audience. That broader audience is the one that we’re interested in introducing and uncovering this time around, too.”