An advertising campaign for Budweiser in Britain a few years ago spoofed fears of what might happen to soccer if American television broadcasters had their druthers: "soccertainment," complete with enhancements like multiple balls, monster trucks and loudmouth commentators.
The spots ended with Budweiser expressing second thoughts: "You do the football; we'll do the beer."
Now an American cable broadcaster, ESPN, is poised to "do the football" in Britain. Last month, ESPN bought the rights to show live English Premier League matches, picking them up after the British arm of Setanta, an Irish pay-TV company, collapsed. So is it time for British soccer fans to prepare for "soccertainment" when the new season begins in mid-August?
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