How Jason Sudeikis Learned to Love the Other Football for NBC Sports

Inside his Premier League promos

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IDEA: Marketers and broadcasters have tried to sell U.S. audiences on football—i.e., the global, non-American kind—since before Pelé laced up his boots for the New York Cosmos. Now it's NBC Sports' turn—and it has skin in the game, having shelled out $250 million for the rights to three years of English Premier League matches.

New York ad agency The Brooklyn Brothers, whose creative director Guy Barnett is a British expat and big Tottenham Hotspur fan, is charged with attracting various audiences to the coverage, from existing fans of British clubs and Major League Soccer teams all the way down to NFL fans who may have never considered watching the other football.

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