Inside Fox Sports' Massive World Cup Marketing Campaign

How Fox Sports Pulled Off a Massive World Cup Marketing Campaign 

Its Qatar strategy is the biggest in network history

Fox Sports has embarked on its largest marketing campaign in network history ahead of the 2022 FIFA Men’s World Cup in Qatar, which begins Sunday.

The company initiated a host of activations around the country, many of which will continue throughout the duration of the tournament.

This year is the first time in World Cup history that the tournament will take place in the fall, instead of its standard summer slot. The shift into an already jampacked sports slate create a unique challenge for the broadcaster, and led to the creation of the “Tis the FIFA World Cup” marketing campaign.

“At the outset, when you start strategizing, from a broad network perspective and broad reach, you can’t really sell a soccer tournament.

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Mollie Cahillane

Mollie is Adweek's senior TV reporter, covering the business of connected TV, streaming, measurement and sports media.