However, the focal point of its linear campaign has been its recent “Miracle” promo, a star-studded affair featuring the USMNT, Tom Brady, former U.S. Coach Bruce Arena, and U.S. Hockey legend Mike Eruzione.
The promo, which debuted in early May, asked fans to dream the impossible, giving a glimpse of what it’d be like for the USMNT to win the World Cup.
Whether that dream becomes a reality or not, Fox is focusing on bringing the excitement of the ad into its World Cup coverage.
“For fans who tune into the World Cup, they will see the best broadcast of the World Cup we think that has ever been shown here in the U.S.,” Gottlieb said of Fox Sports’ broadcast intentions.
Super-serving fans
Overall, Fox Sports is trying to meet fans where they’re at.
On the digital front, Gottlieb said that the Fox presence will be “enormous,” with “as robust a content plan as any World Cup” to reach fans online.
According to Gottlieb, fans looking for highlights or to engage with the content will be “super-served in a way they’ve never been before by our digital offerings.”
Regarding its offline activations, in addition to its “Lalas Bros,” Fox has set up 40-foot inflatables of prominent soccer figures, including Argentina’s Lionel Messi, Spain’s Lamine Yamal, and the U.S.’ Christian Pulisic, at different World-Cup-inspired places around the U.S.
The larger-than-life inflatables traveled to places such as Belgium, Wisconsin, and Holland, Michigan, before ending up at the Santa Monica Pier in California.
Meanwhile, for the kiddies, there is a Sesame Street collaboration in which the Muppets will appear throughout Fox Sports’ World Cup programming.
“The Count Down” will feature Count von Count breaking down the tournament’s biggest statistics and match numbers, and “Trash Talk” is a satirical highlight show featuring a humorous look at on- and off-pitch moments, hosted by Oscar the Grouch.
Finally, “Broadcaster Bootcamp” will showcase Grover as he joins Fox Sports broadcasters to learn the ins and outs of calling a major soccer match.
A glass case of emotion
Recognizing that raising awareness for the tournament isn’t the only goal, Gottlieb noted that his team is also focused on ensuring that fans know when any particular match is on. And with 104 matches, that’s no small ask.
