NBC Sports is continuing to promote its coverage of the upcoming Premier League season that kicks off on August 17. Its latest promotion effort is on the New York City subway where they’ve added wraps inside and outside of subway cars to promote two famous derbies in English soccer — Manchester City versus Manchester United, and Arsenal against Tottenham Hotspur.

Commuters who ride the Times Square Shuttle in New York City may have seen the promotions. On the Manchester-themed subway car, half of the car is emblazoned in red with the words “Keep Calm and Pick Man United,” while the other half is in blue and features the words “Keep Calm and Pick Man City.” Inside the car, half of it is themed in Manchester United colors, while the rest are in City colors.

Read — Liverpool FC subway car spotted in New York City [PHOTO]

You can see the Arsenal and Tottenham subway car below where commuters entering the subway car are faced with either sitting in the red section (Arsenal) or the blue section (Spurs). On the roof of the car, it reads “Keep Calm and Pick A Side.” Even the seats have the club crests, so you can literally pick a side.

As someone who has worked in marketing for 16 years, this is an absolutely brilliant marketing promotion. Even if I wasn’t a soccer fan, I’d be impressed with this. Congratulations to NBC Sports on a well thought out campaign to get the word out to commuters in New York (and now the rest of the country) that the Premier League is coming!

Here’s everything you need to know about NBC’s coverage of the Premier League. Plus, watch all of the promotional videos NBC Sports has released and here’s a photo of the Premier League billboard NBC posted in Times Square.