The ESPN Match Trucks have been making the rounds in Los Angeles and New York on every World Cup game day, with a 55″ screen atop the truck for screening the matches and street food to go with it. The truck is managed by ESPN and the Civic Entertainment Group who partnered with L.A.’s famous Kogi BBQ Truck to come up with an international menu of snacks inspired by the nations playing in the tournament. It’s a double treat for fans who get to watch the games free of charge and gorge on inexpensive yet tasty street food. The trucks tweet their locations daily on the site and have been extremely popular with the locals.
Seth Ader, ESPN’s Senior Director of Sports Marketing, says about the Match Trucks:
The trend of high-end street food–’vendrification’–is gaining more popularity around the country. And given the daytime hours when World Cup matches are being shown in the U.S., we wanted to offer our fans an opportunity to see matches that they would otherwise miss while commuting or running errands. The association with Kogi gave us instant credibility with the street food crowd, while the ESPN brand and the TV setup delivers a great World Cup viewing experience.