With the beautiful game now flourishing on TV even in the hitherto most unwelcoming of markets, sports giant ESPN has launched a new multi-language and multi-country brand for football fans around the world. Set for launch before the 2012 UEFA European Football Championship, the new multi-language and multi-country ESPNFC will act as an umbrella for all of ESPN’s burgeoning football properties not just on TV but on other media and a variety of platforms. ESPN assures that it will add global and regional contributors to ensure coverage of all news and developments 24/7, regardless of location, and that ESPNFC will have the ability to detect where a fan is accessing content so it can deliver locally relevant content for that region and serve that content in the native language. Crucially, giving its growing popularity for both Spanish and non-Spanish speakers in the US, ESPNFC will also be integrated into ESPNdeportes.com which is increasingly viewed in main street bars and homes in the US. The company will also rename its signature global multi-platform football debate and discussion show to ESPNFC PressPass from ESPNsoccernet PressPass, reflecting the new brand. Looking to monetise such capabilities, ESPNFC will offer customisable digital opportunities for marketers to reach sports fans on both a global and regional scale using ESPN’s worldwide sales teams. John Skipper, president, ESPN, Inc and co-chairman, Disney Media Networks, explained: “ESPN is solidifying its dedication to football year-round with the launch of ESPNFC. It represents one of ESPN’s most significant global commitments to the sport and leverages the core strength of what ESPN does well – serve sports fans. In short, ESPNFC is the definitive source for football coverage worldwide.” As a taster for the service, ESPNFC is to preview its service with branded content online and on mobile platforms specific to EURO 2012. Throughout the tournament, ESPNFC will provide coverage with news, analysis and commentary, real-time scores, stats and more and in the US live TV coverage, on-demand video highlights and studio programming clips.