Key Takeaways:

  • Fox Corporation's direct-to-consumer streaming service Fox One is launching a new ad campaign, "The FIFA World Cup Comes First," which will stream all 104 matches of the tournament live, according to details obtained by Marketing Dive.
  • The creative, developed in partnership with Anomaly, uses four 30-second spots to show extreme fan behavior as they go to great lengths to watch the World Cup, featuring characters including a lifeguard and a driving instructor who neglect their duties to follow the games on Fox One.
  • The streaming-focused campaign launches as most weekday matches kick off during U.S. working hours. Ads will run across connected TV, online video, paid social, and out-of-home media in New York and Los Angeles.

Deep Dive:

Fox One is using a new ad campaign to position itself as the home for World Cup viewing, using absurd humor to tap into the extreme lengths soccer fanatics will go to catch the action. With most weekday matches kicking off during U.S. working hours, the need for a one-stop streaming solution is the core insight behind the "The FIFA World Cup Comes First" campaign creative.

The campaign's focus on fan culture echoes a recent new strategy from Fox Advertising, whichlaunched a new brand platformunifying its assets under the tagline "Turn Passion into Performance." Fan culture was also the theme ofalmost all upfront presentationsthis May, where media companies pitch advertisers.

"The World Cup is not a passive experience for fans, so we are committed to promoting the dynamic, real-time viewing experience unique to Fox One," Brian Borkowski, chief marketing officer of Fox's direct-to-consumer business, said in a statement. "This campaign reflects the passion, obsession, and community of modern soccer fandom, while showcasing how the platform is built for every moment that elevates the event experience."

The four 30-second spots show characters watching matches on Fox One via smartphones and tablets while they should be focused on work: adriving instructorlets a student careen through the streets, alifeguard ignores adrowning person,office assistants gatherin a bathroom stall, and a snake handler lets a snake slither away at a child's birthday party. The spots are set to Frankie Valli's "Can't Take My Eyes Off You."

Fox One will stream all 104 World Cup matches in 4K, with features like multi-angle options and key replays. The service launched in August 2025, offering all of the media company's news, sports, and entertainment programming for $19.99 per month. According to anearnings call, Fox's distribution revenue grew 3% in the third quarter of fiscal 2026, and Fox One's new subscriber additions and retention rates both exceeded expectations. Fox One operates in a crowded competitive landscape, with offerings from traditional media companies like Disney+, HBO Max, Peacock, and Paramount+, as well as major players like Netflix, Amazon Prime, and Apple TV.

"In a category full of platforms talking about content libraries and access, why not reflect what Fox One truly is—the only service that truly understands soccer fans," Josh Fell, partner and chief creative officer at Anomaly LA, said in a statement.

Ahead of the World Cup (which kicks off June 11), major marketers in alcohol, beverages, snacks, and retail havebeen rolling out related ad campaigns. Fox One's focus on weekday viewing comes as alcohol brands incorporate in-store promotions into their campaigns.Stella Artois is reimbursing up to $100,000 in bar tabs for people working in bars during weekday World Cup matches, with 86% of matches taking place between 9 a.m. and 5 p.m. in at least one of the four U.S. time zones.