Interview with ESPN's Seth Ader on World Cup campaign with U2

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L.E. Eisenmenger, Boston Pro Soccer Examiner

Seth Ader, the Senior Director of Sports Marketing at ESPN, spoke with me at length about the making of ESPN's campaign for 2010 FIFA World Cup South Africa. He is passionate about getting the importance of the World Cup across to American and international audiences and worked with U2 to create the message. Since 2005, Ader has been responsible for all ESPN soccer properties including European Championship, English Premier League, Spanish La Liga, Major League Soccer and USA Soccer, and also Major League Baseball, "This is Sports Center," and others. Prior to 2005, he was the director of marketing for the NBA and NFL, managed ESPN the Magazine, and launched ESPN Desportes and ESPN HD networks.

Ader oversees ESPN's World Cup promotions and production from concept to design, to creation, to presentation worldwide. His attention to detail within the big picture is amazing, his conviction in the importance of this work is strong. After successfully working with Bono and U2 for 2006 World Cup Germany, Ader approached them again and they agreed to partner in the 2010 message. U2 believe in the World Cup as much as ESPN believes in their music.

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This page contains a single entry by Jonathan published on May 3, 2010 8:28 AM.

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