The existing fan base and comedic credentials of Jason Sudeikis from "Saturday Night Live" have been instrumental to the success of NBC Sports' ads for its coverage of the English Premier League. New York ad agency The Brooklyn Brothers led off with a five-minute Web film starring Sudeikis as a lovable, oafish American coach tapped to head the Tottenham Hotspur Football Club. The film, approaching 5 million YouTube views, has been cut into TV spots.

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