FOX Sports Content Studio Helps Brands Score with Fans

The FOX Sports Content Studio produces custom highquality content featuring premiere athletes and the network39s onair talent and helps guide brands through the creative process and intellectual property usage The result is engaging entertaining fare that spotlights a brand and resonates with sports fans who love a good storyquotEvery brand is trying to figure out their message and narrative that will break through with consumersquot said FOX Sports39 Senior Vice President of Ad Sales Strategy and Sports Brand Partnerships Dan Donnelly quotThrough the FOX Sports Content Studio we are in a unique position to amplify their message With our resources and deep expertise across the sports genre we connect brands and engage our viewers by producing irreverent entertaining and humorous content to tell their storiesquotCollege football and the NFL are in full swing and demand for live action is higher than ever Yet due to the new COVID landscape many Americans are still separated from their network of friends and family With most stadiums remaining closed to fans TV is the main venue to catch your favorite team offering connection and community to sports fanatics in living rooms across the countryquotSports is a place where people get back to some type of normalcyquot said Donnelly quotAs time shifting viewing habits increase televised sporting events continue to deliver massive live audiences drive engagement and build passionate fandoms Additionally they also generate higher social engagement and buzz that further expands the reach of a marketer39s brand messagequotEarlier this month the FOX Sports Content Studio worked with GMC to unveil a high energy branded content series featuring legendary NFL stars and FOX Sports onair talent In addition the two companies worked together to produce custom creative around the highly anticipated launch of GMC39s new Hummer EV When the GMC Hummer EV integration ran during FOX39s coverage of Game One of the 2020 World Series searches related to the vehicle dramatically increasedFor brands TV sports is also a pathway to enthusiastic affluent and diverse viewers Advertisers are experimenting with sports on digital but TV still offers the largest audiences and maximum impact Americans are spending more time at home with their screens and sports is a top viewing choice With so many available and attentive eyeballs this is an ideal time to get creative with TV advertising That39s where the FOX Sports Content Studio delivers above its rivalsquotThe concentration of our content portfolio and collaboration we have with our colleagues within FOX Sports production and programming provides us the flexibility to be nimble and pivot to address the needs of our clients and provide realtime solutions to deliver meaningful results for their campaignsquot said Donnelly quotThat39s the FOX differentiation that doesn39t exist in the marketplacequotThese aren39t your average TV sports ads The Content Studio crafts custom narrativedriven pieces featuring FOX broadcasters like Terry Bradshaw and Joe Buck as well as wellknown pro athletes The content is infused with the FOX Sports39 trademark voice and pace and it creates a halo effect for brand partnersquotThe content that really resonates with our fans is engaging and you learn something about your favorite teams and playerquot said Amy Anderson Vice President of Ad Sales Strategy for the Sports Content Studio and an 18year FOX Sports veteran quotWe really don39t want it to be overly commercialized and honestly neither do brandsquotThe GMC campaign is the latest work in the FOX Sports Content Studio39s growing portfolio Before the COVID19 pandemic the Content Studio created about 10 to 12 custom campaigns per year It recently launched a feature with Samsung on the FOX Sports app that spotlights Samsung39s 5G capability Other successful campaigns featured Bradshaw working with Tide Buck with GEICO during last year39s Super Bowl and Jimmy Johnson with Pizza HutFOX Sports distributes the content across its onair digitalamp160and social media as do its partners Sometimes brands extend the work beyond FOX Sports For example IBM repurposed a still image from work with FOX Sports Sunday host Charissa Thompson for ads in The New York Times and Wall Street Journal That39s a testament to their highquality campaignsFOX Sports39 access to industry players is a key difference Anderson and her team have the biggest sports agents on their speed dial and they can tap FOX Sports39 onair talent and sports production crews They work closely with brands and agencies Anderson noted the athletes have been active participantsSince COVID19 it has been more difficult than ever to shoot onlocation but FOX Sports helps brands get out on location The network has production teams in place covering games and hasamp160the capabilities to shoot safely in the fieldquotBrands really couldn39t dig in and start going out on the road editing and shooting content on their ownquot Anderson said quotSo they both relied on and really enjoyed coming to us We have the infrastructure and we39re really good at itquotFOX Sports execs are experts on the media and ad landscape and they know how to maximize sports39 massive opportunity Anderson39s team works closely with clients and their agencies to shape business goals and then devise creative She noted it goes in that order because the creative needs to tell their storyquotWe39re not here to tell the brands what they need to doquot Anderson noted quotThey need to tell us what their objectives are and then with collaboration we find the solutionsquotThe results are branddriven campaigns that deliver for fans and the advertisers and FOX Sports executes with precision quotThe content we deliver is very relevant to what the viewers want and developed through the lens of sports with our very best storytellersquot Anderson concludedClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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FOX Sports Content Studio Helps Brands Score with Fans

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Alli Romano

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