By Ryan Berenz
From ESPN:
ESPN Launches 2010 FIFA World Cup “One Game Changes Everything”
Network’s presentation to include U2 and Soweto Gospel Choir
ESPN’s unprecedented coverage of the 2010 FIFA World Cup will include U2 and South Africa’s own Soweto Gospel 
Choir. These Grammy Award-winning groups will be featured in a series of spots which will be woven into the network’s comprehensive coverage of this month-long event.
Commencing June 11, the network’s coverage will use specially recorded music by Soweto Gospel Choir recorded and filmed in South Africa, with music and live concert footage from U2’s record breaking concert at the Rose Bowl in Pasadena, Calif., in October 2009. This collaboration will appear in every program throughout ESPN’s presentation of the 2010 FIFA World Cup including
soccer highlights, match and studio coverage.
“ESPN is thrilled to bring U2 and Soweto Gospel Choir together to tell our
FIFA World Cup stories,” said Seth Ader, ESPN senior director, sports
marketing.
“This inspiring creative project with U2 and Soweto Gospel Choir will
provide a distinctive, original voice to our coverage of the first FIFA
World Cup to take place on the African continent,” said Jed Drake, ESPN’s
executive producer, 2010 FIFA World Cup. “By integrating this content
throughout both our production and marketing efforts, we will more fully
engage fans and enrich their experience of this great event.”
An initial series of four TV spots, set to the music of U2, will run April
through June, and underscore the historic importance of the 2010 FIFA World
Cup. The first of the four, Robben Island, began airing April 7 across
ESPN’s networks.
Robben Island communicates the historic nature and importance of the FIFA World Cup in South Africa, through the prism of soccer. This spot was filmed on location at Robben Island off the coast of Cape Town, South Africa. It is the site where eventual South African President Nelson Mandela was imprisoned for decades, alongside other political prisoners, during the country’s apartheid era. (Set to U2’s “Where the Streets Have No Name” with Soweto Gospel Choir).
UNITED conveys the passion for the FIFA World Cup that unites disparate cultures (set to U2’s “Magnificent”).
The Power of 10 celebrates the honor and burden that comes with wearing the most sacred jersey number in soccer (set to U2’s “Out of Control”).
Passion captures the excitement that the FIFA World Cup invokes—highlighting the documented “baby boom” that occurred nine months after Germany hosted the 2006 event (set to U2’s “Desire”).
These additional spots will roll out from now throughout the days leading up to the first kick. To learn more about the campaign visit espnmediazone.com.
