Budweiser and English Premier League Strike the Right Chord in New Series

Olé, Olé, Olé! Combining the passions of soccer and music, Budweiser, the English Premier League and Copa 90 Studios have launched a new TV series, Behind The Game. 

EPL stars and popular musicians convene in a bar for billiards, mini-basketball, darts and some serious conversations about soccer. Former Arsenal striker turned media personality Ian Wright hosts.

Six episodes offer viewers an inside look into the lives of ballers and musicians as they discuss their personal journeys. Six EPL clubs are represented through players such Everton’s Alex Iwobi and Aston Villa’s Emiliano Martinez. On the music side, British jazz artists Ezra Collective and rapper Tinie Tempah appear.

The series channels the feel of VH1’s Behind The Music, which ran from 1997-2014, adding football as a focus.

Behind The Game premieres today on the U.K.s Sky Sports. After that broadcast, each episode will stream on EPL’s YouTube channel, and also be available to the league’s international licensees. Budweiser’s social media channels will carry exclusive content, too.

Below, Bud global VP Todd Allen discusses Behind The Game’s potential for reach, and how it transcends traditional sponsorships to create an inviting space for viewers.

MUSE: How did this collaboration come about?

TODD ALLEN: We extended our Premier League partnership through 2024 to further connect football with culture, and inspire fans around the world to go after their goals. With that in mind, Behind the Game was born. It’s a stage for culture and sport icons to link up over a beer and show sides to their personalities we’ve never seen before.

What are you seeking to achieve with a broadcast content series?

Over 40 broadcasters around the world will have access to Behind the Game via their deals with the Premier League. The huge reach of the Premier League’s digital channels—including BiliBili in China—will give the show a truly global audience.

What was it like, collaborating with the Premier League?

This partnership is different from any other because we’re creating authentically unique content that speaks to our fans’ interests and passions. We are evolving the traditional sponsorship. Going beyond the game to create new touch points.

How did you select which players and musical artists to feature?

Each guest embodies the spirit of the show. Coming from diverse backgrounds, the artists and athletes bring unique perspectives. They represent what it means to live at the intersection of music, sports and culture.

How did you decide on this format?

We created a space that felt comfortable and inviting to allow the players and artists to relax and have fun. The conversations will cover topics including inspirational insights and their lives and careers, unknown passions, challenges and triumphs. It’s been [awesome] seeing those moments where the athletes and players connect despite their differences. You can tell when there’s a real connection, and that’s what we set out to do with the show.