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And Finally Artist News Brands & Merch Media
Footballers and musicians to play ‘Budweiser bar games’ in new YouTube series
By Chris Cooke | Published on Monday 3 April 2023
OK, one for fans of football, music and beer now. That’s a pretty big Venn diagram cross section, right? I mean, its one out of three for me, but I think I’m the weird one there.
The Premier League and Budweiser have announced ‘Behind The Game’, a series of YouTube videos in which footballers and musicians “partake in Budweiser bar games while discussing their careers and off-pitch interests, as well as the challenges and triumphs they have faced along the way”.
And if that hasn’t sold it to you, the Premier League and Budweiser both insist that this is an “authentic and engaging entertainment series”. Has that hooked you in?
“I’m so excited for you all to see this show”, says former footballer and ‘Behind The Game’ host Ian Wright. “It’s been a privilege to get to know these talented footballers and musicians”.
“When you’ve faced the same pressures, criticism, joys and moments of self-doubt as a person, and you find common ground in your experiences, you can get a lot from a conversation. Some of their bar game skills need some work, though!”
But which footballers and which music-makers? Well, the series will see the following sporty/musical pairings occur:
Callum Wilson / Kojey Radical
Alex Iwobi / Ezra Collective
Emiliano Martinez / Oriana Sabatini
Jarrod Bowen / Tinie Tempah
Michail Antonio / Ray Blk
Says Budweiser VP Todd Allen: “The Premier League is a world-class football league; our partnership allows us to further connect with key consumers and football fans across the globe”.
“We are THRILLED to extend our partnership in a meaningful way that goes beyond traditional sponsorship”, he adds. “This new series builds on our deep experience producing original content that connect our brand with culture, and we are excited to be at the forefront of sharing these stories”.
But what does Premier League Chief Commercial Officer Will Brass think about all this? Well: “We are delighted to be working with Budweiser to deliver a new show to fans around the world, bringing footballers and musical icons together to share stories and talk about how they made it to where they are today”.
“There is so much crossover between the worlds of football and music”, he reckons, “and we are excited to show the stars of these films in a different light, with the conversations brought together perfectly by Ian Wright”.
Lovely stuff. It’ll all appear on the Premier League YouTube channel from 10 Apr.
