WHILE all eyes are on the artists' programmes and their determination to perform on the eve of the Fifa World Cup in Soweto, ESPN has a different focus.
The Entertainment Sports Programming Network, an American cable television network, is focussing on World Cup coverage for soccer fans in the US.
Integral to the coverage is featuring U2 and the Soweto Gospel Choir for US viewers.
Coverage starts from June 11. It will use specially recorded music by the Soweto Gospel Choir. Also in the pipeline is music and live concert footage from U2's record-breaking concert at the Rose Bowl in Pasadena, California, in October 2009.
Both Grammy- winning outfits will feature in a series of spots, which will be woven into the network's comprehensive coverage of the month-long event.
This collaboration will appear in every programme throughout ESPN's presentation of the soccer event, including soccer highlights, matches and studio coverage.
"ESPN is thrilled to bring U2 and the Soweto Gospel Choir together to tell our Fifa World Cup stories," said Seth Ader, senior ESPN director of sports marketing.
"This inspiring, creative project with U2 and the Soweto Gospel Choir will provide a distinctive, original voice to our coverage of the first Fifa World Cup to take place on the African continent," said Jed Drake, ESPN's executive producer, 2010 Fifa World Cup.
"By integrating this content throughout both our production and marketing efforts, we will more fully engage fans and enrich their experience of this great event," Drake said.
An initial series of four TV spots, set to the music of U2, has started running this month and underscores the historic importance of the 2010 World Cup.
The first of the four, Robben Island, began airing on April 7 in the US. This communicates the historic nature and importance of the World Cup in South Africa, through the prism of soccer. This spot was filmed on location on Robben Island.
South Africa 2010, ESPN's seventh World Cup and coverage of the event, promises to be the most comprehensive in company history.