The FIFA World Cup Comes First: A Fan‑Centric Campaign
FOX One has launched a sweeping marketing campaign timed for the 2026 FIFA World Cup, branding the tournament as the ultimate priority for fans and positioning the service as the go‑to destination for every match.
The initiative comprises four 30‑second advertisements that follow everyday people who pause work, chores and other obligations to catch every kick, all set to Frankie Valli’s classic “Can’t Take My Eyes Off You.”
Each spot highlights FOX One’s technical capabilities, including live coverage, 4K streaming and a multiview interface that lets viewers switch perspectives without missing a moment of the action.
Brian Borkowski, chief marketing officer of FOX Direct to Consumer, said the campaign reflects a shift in how audiences engage with sport, while Josh Fell, partner and chief creative officer at Anomaly Los Angeles, added that the creative aims to celebrate the passion that drives everyday fans.
Running across a 39‑day schedule, the advertisements will air throughout the tournament’s 104 matches, which are spread across the United States, Canada and Mexico, reinforcing FOX One’s ambition to capture the broadest possible sports audience.
By bundling programming from FOX’s broadcast network, cable channels and streaming platforms, the service hopes to convert World Cup viewership into long‑term subscriptions, a strategy that aligns with broader industry moves to capture sports‑driven demand.