World Cup campaign from FOX One and Anomaly
With the biggest sports spectacle in history fast approaching, streaming challenger FOX One, Fox Corporation’s wholly-owned, direct to consumer streaming service, is launching a new campaign aimed at owning the soccer conversation.
Developed in partnership with Anomaly, the multi-platform campaign titled “The FIFA World Cup Comes First”, positions the new service as the definitive, one-stop shop for experiencing the 2026 tournament.
When the World Cup kicks off, everything else becomes background noise, and this year’s tournament is larger than ever before.
The campaign leans into a disruptive, fan-first strategy designed to stand apart in an increasingly crowded streaming marketplace, highlighting how FOX One connects audiences to the live moments they care about most — whether that’s game day, breaking news or primetime entertainment.
At the center of the campaign sits four 30-second films that dramatize the all-consuming nature of World Cup fandom in the United States. Each of these distinctive and wickedly funny films for FOX One brings to life an episode where World Cup obsessives throw caution to the wind, in an attempt to both watch a match, whilst concurrently doing something otherwise important like conducting a driving test, or lifeguarding at a swimming pool. Scored to Frankie Valli’s “Can’t Take My Eyes Off You,” the creative mirrors the emotional fixation many fans feel during the tournament.
- Hero: ‘Driving Test’
- Break
- Lifeguard
- Birthday
The film closes with the line “The FIFA World Cup Comes First”, and then highlights the many features that FOX One has to offer for viewers – all 104 matches. Live. In 4K, with multiview options, key replays, and so much more – all for just 19.99/month. By pairing premium viewing technology with a dramatic and realistic creative platform, FOX One is betting that putting fans first, rather than traditional broadcaster prestige, will define the next era of sports streaming.
“The FIFA World Cup Comes First”
In addition to the four films, the campaign spans a 360 reach with media extensions and leveraging creators to show their following what happens when The World Cup is back and its all streaming on fox one. The rollout will unfold across the tournament’s full 39-day run, evolving in real time alongside the World Cup’s unprecedented 104-match schedule across three countries.
The effort signals FOX’s intention to transform the FIFA World Cup 2026TM from appointment viewing into an always-on subscription experience, as streamers increasingly compete not just for audiences, but for fandom itself.
FOX One is bringing together the thrill of live streaming and the bold, trusted voices that define the full portfolio of FOX brands, including FOX News Channel, FOX Sports, the FOX Network, FOX Business, FOX Weather, FS1, FS2, FOX Deportes, Big Ten Network, FOX Local Television Stations and FOX Nation through the bundle. The work is live today, June 8, across CTV, OLV, paid social, and OOH in NYC and LA.
QUOTES
“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,” said Brian Borkowski, CMO, FOX Direct to Consumer. “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.”
“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,” said Josh Fell, Partner and CCO at Anomaly LA. “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!”
TEAM CREDITS
Brand: FOX One
Agency: Anomaly