BBC signs England stars for FA Cup push

England team football players Joe Cole and Teddy Sheringham are to star in TV trailers promoting the BBC’s live coverage of this season’s FA Cup.

BBC Sport’s FA Cup campaign breaks on December 18 with two TV ads. One shows West Ham United’s Cole appearing in a scene in EastEnders alongside Adam Woodyat, who plays Ian Beale in the soap. The other features Tottenham Hotspur’s Sheringham acting in Holby City alongside Jeremy Sheffield, who plays registrar Alex Adams.

Neither footballer displays any acting talent and each trailer ends with a voiceover saying: “At least there’s one drama he’s good at”. This is accompanied by a montage of dramatic moments from the FA Cup.

The campaign, created in-house, also includes a &£1m off-air campaign using posters and national press. This will feature other footballers and the tagline: “The FA Cup. Great Drama from the BBC”.

BBC head of sport marketing Guy North says: “Our objectives are to promote the FA Cup to a much larger market than just a football audience, and to rebuild the magic and entertainment of the event for younger viewers.”

The BBC secured the rights to the FA Cup and England internationals last year.