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The campaign runs across a variety of media channels commonly visited by our target audience both online and offline from TV commercials, radio, paid digital media banners on sites such as EA Sports, Playwire, Bleacher Report, and Spotify to gaming platforms including Xbox and Playstation to printed paid media displayed in convenience stores and bowling alleys to Minor League Baseball, local sponsorships and events to country music artists via a branded SoundCloud playlist to social media and The Real Cost website which uses geo-targeting technology to reach the target market

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Then he lands on a station playing Greek bouzouki music, stops and shouts, The music of my people! He sighs

Express Sport picks out three key highlights from his career