ESPN is preparing a content marketing push in partnership with FA Cup sponsor Budweiser "as both brands look to exploit the global appeal of the tournament," according to Sebastian Joseph of MARKETING WEEK. The deal builds on last year's agreement between both brands with the launch of a new Budweiser-branded "Here's to the Dream" TV show that will run during ESPN's coverage of the tournament. The debut builds on the "Every Match Counts" series that is currently being shown on the sports channel and documents fans' personal tales about the competition. The programs are being promoted primarily through Twitter, "with fans encouraged to share videos using the #ToTheDream hashtag." The move "marks the latest push from Budweiser to strengthen its ties to football in the U.K." (MARKETING WEEK, 1/3).

A BATTLE OFF THE PITCH: Meanwhile, the FA is launching a Battle of the Bands-style initiative to find an official FA Cup Anthem for '12-13, making live music a part of the FA Cup for the first time in its history. Six of some of the U.K.'s biggest music acts will battle to produce the soundtrack to the world's oldest domestic football competition, with the decision in the hands of the British public. Amongst the contenders are rapper Lethal Bizzle, grime artist Devlin and Leeds rockers The Pigeon Detectives (FA).

Online sports betting provider Cashpoint, subsidiary of Germany-based gaming corporation Gauselmann Group, has signed on as title sponsor of the German Hockey League (DEL). The long-term sponsorship deal started on Saturday at the league's first outdoor game, the DEL Winter Game, at which Cashpoint was an additional premium sponsor. The new sponsorship deal will run until summer '16 (DEL). ... The Force India F1 team "has partnered with U.S.-based 3D imaging and customization software company 3D Systems Corp." The team "will make extensive use of the company's technology in order to design its new car" (MOTORSPORT TOTAL, 1/4). ... Qatar Airways and the Qatar FA have agreed to a partnership, with the carrier being named official airline of the country's national team. The deal comes ahead of the Gulf Cup, in which Qatar will compete against seven other national teams from across the Gulf (Qatar FA). ... Sporting goods retailer LEA Sports Centre "has renewed its backing of football in Malaysia" by sponsoring the Sarawak's Premier League and President Cup squads. The deal is said to be worth RM 300,000 ($98,500) (ASIA SPONSORSHIP NEWS, 1/4). ... Oman Sail has partnered with car manufacturer Rolls Royce to launch a senior training program in the country (Oman Sail). ... The Professional Darts Corp. has signed U.K.-based Coral as its official betting partner of Premier League Darts. The partnership will see Coral offering on-site betting throughout the league's season, as well as several markets online through the www.coral.co.uk website. Coral will also have shirt branding on all 10 league stars (PDC).