Coldplay Sport Whores

(E!) ESPN's going to try promoting at the speed of sound. The 24/7 sports network has enlisted Coldplay in its ongoing efforts to promote soccer in the U.S., in particular its live coverage of next month's European Championship.

ESPN will use the British rockers' music in commercials teasing the tournament, taking place June 7-29 in Austria and Switzerland and incorporate "Viva La Vida," the first single off of their upcoming album Viva La Vida or Death and All His Friends, during in-studio and game production. - more on this story

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