World Cup

ESPNFC updates London commuters with World Cup news via train message boards

(l-r) Alan Fagan, Group Director, Ad Sales & Sponsorship, ESPN EMEA;  John Barnes, former England and Liverpool footballer; Nigel Holness, Operations Director at Transport for London (Photo courtesy Transport for London)
(l-r) Alan Fagan, Group Director, Ad Sales & Sponsorship, ESPN EMEA; John Barnes, former England and Liverpool footballer; Nigel Holness, Operations Director at Transport for London (Photo courtesy Transport for London)

As England deals with an early exit from this year’s World Cup and prepares for its final match today against Costa Rica (11:30 ET, ESPN2), fans commuting via the London Underground will be able stay abreast of the action thanks to the unique collaboration of ESPNFC and Transport for London (Tfl).

Since 2014 FIFA World Cup began June 12, the two have combined to deliver news, results and live score updates to commuters. Overhead message boards relay ESPNFC’s World Cup updates on train platforms and on service update boards at more than 140 stations on the Northern, Central, Bakerloo, Jubilee, Piccadilly, Victoria and Waterloo and City lines.

World Cup first kickoff times begin at 5 p.m. local time – prime commuting time – so this first-of-its-kind message board service has delighted football fans.

“Considering that every major UK sports brand would be spending big this summer, we asked ourselves how we could maximize our effectiveness and stand out from the crowd,” said Charles Boss, senior marketing manager, ESPN EMEA. “In addition to being a great way to raise awareness, it is a great service to fans. But there was also a risk – TfL had never done anything like it with a brand before and it is more complicated than it would appear. So this is a genuine first in the incredibly competitive and innovative London media industry.”

With England football legend John Barnes drafted in to mark the launch of the campaign, ESPNFC kicked off an initiative that combines a service to sports fans and creative marketing, while also reflecting its position as an innovative, forward-thinking sports brand. Despite England’s exit from the tournament, fans will continue to stay up to date on the latest all the way through to the June 13 Cup final.

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