FOX One targets soccer fans with World Cup push

Through a series of films, FOX One highlights how supporters prioritise watching matches above everyday responsibilities.

FOX One has launched a new marketing campaign developed by Anomaly to position the streaming service as a destination for coverage of the 2026 FIFA World Cup.

Titled The FIFA World Cup Comes First, the campaign aims to establish the recently launched streaming platform as the primary place for fans to follow the tournament, which will feature 104 matches across the United States, Canada and Mexico.

Campaign focuses on fan behaviour

The campaign is built around the idea that the FIFA World Cup becomes the centre of attention for fans during the tournament. Through a series of films, FOX One highlights how supporters prioritise watching matches above everyday responsibilities.

At the centre of the campaign are four 30-second advertisements depicting football fans attempting to watch matches while carrying out tasks such as supervising a swimming pool or taking a driving test. The films are set to Frankie Valli's Can't Take My Eyes Off You, reflecting the attention and emotional investment associated with the tournament.

The creative concludes with the message The FIFA World Cup Comes First while highlighting FOX One's viewing features, including live coverage of all 104 matches, 4K streaming, multiview functionality and replay options.

Multi-platform rollout

The campaign extends beyond film through activity across connected television, online video, paid social media and out-of-home advertising. Outdoor placements are running in New York and Los Angeles, while creator partnerships form part of the wider communications strategy.

According to FOX One, the campaign will continue throughout the tournament's 39-day schedule, adapting alongside events as the competition progresses.

Streaming platform targets football audiences

The initiative reflects increasing competition among streaming services for sports audiences and subscription growth. FOX One is positioning its football coverage as a key driver of customer engagement while promoting access to content from across FOX's media portfolio.

The service combines programming from FOX Sports, FOX News Channel, FOX Business, FOX Weather, FOX Network, FS1, FS2, FOX Deportes, Big Ten Network, FOX Local Television Stations and FOX Nation within a single subscription offering.

Brand and agency discuss campaign strategy

Brian Borkowski, Chief Marketing Officer, FOX Direct to Consumer: "The World Cup isn’t a passive experience for the fans, and so we set out to market the dynamic, real-time viewing experience that only FOX One can deliver. This campaign reflects the intensity, obsession, and community that define modern soccer fandom, while showing how the platform was built to elevate every moment of the tournament experience."

Josh Fell, Partner and Chief Creative Officer at Anomaly Los Angeles: "I mean if we’re being honest, the way we feel about sports, and especially the World Cup is truly insane. Obsession. Fanaticism. Bordering on addiction…it’s the best! And every 4 years we have to pretend that we don’t feel this way and go about doing the rest of life. But deep down inside we all do. So we thought, why not just own that? In a category full of platforms talking about access and content libraries, why not reflect who FOX One truly is – the one service that actually understands soccer fans. We’re all deeply broken. Let’s celebrate!"

www.fox.com

www.anomaly.com

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