ESPN, the reigning tyrant of network sports, has combined forces with self-proclaimed greatest rock band that ever lived, Coldplay, for Euro 2008. We assume the combo intends to appease melancholic fans of the game, but we would’ve enjoyed a selection of war ballads and Soviet-Era folk songs.

Coldplay and ESPN are teaming up on a soccer marketing campaign. The rock band’s music will be featured in promotions for ESPN’s coverage next month of the European Championship soccer tournament, the sports network announced Wednesday. ESPN agreed to incorporate music from Coldplay’s new release, “Viva La Vida,” into game and studio production. The quadrennial tournament is scheduled for June 7-29 in Austria and Switzerland.

Ugh. Why didn’t Shakira come out with a new album this week? Even if the music is bad, the inclusion of her hips during promos would have been nice. Is it birthday booze fest time yet?

Coldplay to help ESPN market European Championship soccer [IHT]
Time to get pumped: soccer and Coldplay [With Leather]
Image [Coldplay]