“We are always working to create new touch points for fans to give them fun experiences and ways to interact with the brand, both at national and global levels. European football’s incredible audience stretches around the world. Through the partnership with the Premier League, we’re in a unique position to create content and campaigns that go beyond borders and resonate with fans in a meaningful way,” Todd Allen, vp of global marketing at Budweiser, told Adweek.
He admitted that the format is similar to that of the HBO series The Shop, hosted by LeBron James, and one that could be rolled out further should this series prove a success.
Behind the Game was developed and produced by Copa90 studios in collaboration with Premier League Productions.
Pushing the boundaries of sport
“We are always exploring new ways to push the boundaries of how we interact with fans as we expand our horizons in the realms of music and sports. The goal of this series is to collapse the distance between fans and the league and create content that speaks to fans’ interests and passions,” added Allen.
Released each Wednesday beginning April 12, each of the guests will have a soccer or musical background as the brand aims to place itself at the intersection of sports, music and culture.
“Choosing Ian Wright as the host of the show was the perfect way to bring everyone together in a way that felt natural. As someone who has played in the Premier League and is now a prominent TV and radio personality, he absolutely personifies Budweiser’s mission to connect football with the culture that surrounds it to inspire fans all over the world,” continued Allen.
Each new episode will be hosted on the Premier League’s YouTube channel and will also be promoted through Budweiser’s social channels, which will host additional exclusive content. Forty international broadcasters, including Sky Sports, will also be given access to the series through their deals with the Premier League, as will video sharing site BiliBili in China.
