FOX One and Anomaly Put World Cup Obsession Front and Centre
FOX One, the new direct-to-consumer streaming service from FOX Corporation, has launched a major marketing campaign ahead of the FIFA World Cup 2026, positioning itself as the definitive destination for the tournament's 104 matches.
Created in partnership with Anomaly, the campaign, titled 'The FIFA World Cup Comes First', centres on the idea that when the world's biggest sporting event begins, everything else fades into the background.
'Driving Test'
The work launches with four 30-second films that humorously depict the lengths fans will go to avoid missing a match.
'Break'
In spots including 'Driving Test', 'Lifeguard', 'Birthday' and 'Break', World Cup devotees struggle to focus on everyday responsibilities as the tournament consumes their attention.
'Birthday'
The films are set to Frankie Valli's 'Can't Take My Eyes Off You' and conclude by highlighting FOX One's viewing features, including live 4K coverage, multiview functionality and instant replays.
'Lifeguard'
"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 of FOX Direct to Consumer. "This campaign reflects the intensity, obsession and community that define modern soccer fandom."
Josh Fell, partner and chief creative officer at Anomaly LA, added, "In a category full of platforms talking about access and content libraries, we wanted to reflect who FOX One truly is – the one service that actually understands soccer fans."
The campaign extends beyond film with creator partnerships, social content, out-of-home advertising in New York and Los Angeles, and media activations designed to run throughout the tournament's 39-day schedule. The work is live now across connected TV, online video, paid social and OOH channels.
With streaming platforms increasingly competing for sports audiences, the campaign signals FOX One's ambition to turn World Cup viewing into an always-on subscription experience built around fandom, rather than simply event-based broadcasting.
