Michael Caulfield/WireImage.com

ESPN's going to try promoting at the speed of sound.

The 24/7 sports network has enlisted Coldplay in its ongoing efforts to promote soccer in the U.S., in particular its live coverage of next month's European Championship.

ESPN will use the British rockers' music in commercials teasing the tournament, taking place June 7-29 in Austria and Switzerland, and incorporate "Viva la Vida," the first single off of their upcoming album Viva la Vida or Death and All His Friends, during in-studio and game production.

"This is the first time ESPN has created a global marketing campaign with a unified strategy, message and advertising campaign," ESPN Senior Director of Sports Marketing Seth Ader said Wednesday. "The campaign captures the passion for European soccer."

Sort of like how those Calvin Klein ads featuring a mostly bare David Beckham capture the passion for American underwear.

Well, ESPN can certainly hope it's like that.