ESPN & Tfl Linkup Scores Cup Success
ESPN FC’s campaign to provide travellers on the London Underground with World Cup news and score updates reached 76 million people during the competition, according to the media outlet.
The campaign saw football website ESPNFC.com deliver World Cup news and live match updates throughout the tournament to passengers via overhead platform and Electronic Service Update Boards.
More than 140 stations featured updates on the Tube with ESPN FC providing live scores, team news, and transfer developments involving the stars of the tournament.
The messages were shown on train platforms 4.4 million times during the World Cup, with a total reach of 76.3 million people making journeys on the Underground.
ESPN FC’s collaboration with TfL also included branding the homepage and journey planner on TfL.gov.uk, which resulted in 3.8 million page views.
For the World Cup Final itself, ESPN FC went a step further, providing live audio updates of the game over the public address system at Waterloo Underground station.
More than 18,000 passengers who were travelling during the final were treated to analysis throughout the game from former Germany international (and Spurs coach) Steffen Freund, and ex-Chelsea defender Scott Minto, as Germany secured a 1-0 victory to lift the World Cup in the Maracana.
‘This activity showcased what is great about ESPN FC and all of ESPN’s leading sites,’ said Charly Classen, VP and GM, ESPN EMEA.
‘It was innovative, popular, and driven by a love of sport and a desire to be connected to it. The Tube is an iconic part of London’s infrastructure and we were able to inform millions of fans about the latest developments from the biggest sporting event in the world. The campaign illustrated our mission to serve sports fans in an organic way that had never been done before.’
Graeme Craig, director of commercial development at TfL, said: ‘Our partnership with ESPN FC is a fantastic example of the work we are doing to utilise our assets and bring commuters the services they want, whilst generating commercial revenue for us to reinvest back into the transport network.’
