Michael Caulfield/

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.

  • Share
  • Tweet
  • Share

We and our partners use cookies on this site to improve our service, perform analytics, personalize advertising, measure advertising performance, and remember website preferences. By using the site, you consent to these cookies. For more information on cookies including how to manage your consent visit our Cookie Policy.