Fox World Cup Marketing Campaign Showcasing Team USA Takes Center Stage
As anticipation builds for the upcoming 2023 FIFA Women's World Cup, Fox Sports has unveiled its extensive marketing campaign aimed at promoting the tournament and highlighting the U.S. Women's National Team (USWNT). With an exclusive broadcast partnership, Fox aims to engage audiences across multiple platforms, utilizing innovative strategies and partnerships to generate excitement and support for the USWNT as they pursue an unprecedented third consecutive world title.
Statue of Liberty as a Symbol of Strength
At the forefront of Fox's marketing campaign is a remarkable 20-foot, 825-pound statue named Liberty Alex, depicting USWNT star and captain Alex Morgan as the Statue of Liberty. Created using a 3D scan of Morgan and completed in just over a month, this real-life statue will embark on a nationwide tour, making high-profile appearances at various events. Fans will have the opportunity to interact with the statue, take photos, and immerse themselves in the excitement surrounding the tournament.
Multiplatform Approach and Out-of-Home Campaign
In addition to the traveling statue, Fox plans to leverage a multiplatform approach to ensure broad exposure for the Women's World Cup. All 64 matches will be broadcasted on Fox and FS1, with streaming available through the Fox Sports app. The Liberty Alex statue will play a prominent role, providing exposure opportunities for the tournament across marquee events and through social media presence. Furthermore, the statue will be integrated into a larger out-of-home campaign, featuring billboards, digital displays, and print advertisements in key locations such as New York, Los Angeles, Seattle, and Dallas.
Spotlight on Team USA
Unlike previous campaigns that emphasized global stars, Fox's marketing strategy for the Women's World Cup centers on Team USA. The 90-second "USA vs. The World" spot, featuring Alex Morgan, Megan Rapinoe, Rose Lavelle, Naomi Girma, and Crystal Dunn, has garnered positive reactions and will be cut down into shorter spots aired across all Fox markets. The campaign aims to raise brand awareness and will transition to bespoke tune-in spots closer to the tournament, providing details about upcoming games like the highly anticipated U.S. versus Netherlands match.
Collaborations and Partnerships
Fox Sports has teamed up with various brands to amplify the excitement surrounding the USWNT and engage fans in unique ways. The partnership with Crayola through the "Art of Soccer" campaign aims to inspire creativity among kids nationwide, featuring co-branded soccer balls designed by Crayola artists. Additionally, Frito-Lay and Fox have collaborated to launch the Ultimate Soccer Watch Party, providing select fans with party packs to host World Cup viewing parties. These initiatives foster a sense of community and encourage widespread support for the USWNT.
As the 2023 FIFA Women's World Cup approaches, Fox Sports has crafted an extensive and engaging marketing campaign to showcase Team USA and create excitement for the tournament. The Liberty Alex statue, the multiplatform approach, and collaborations with brands like Crayola and Frito-Lay demonstrate Fox's commitment to promoting women's soccer and generating enthusiasm among fans. With the USWNT eyeing an unprecedented third consecutive title, the stage is set for an exhilarating and memorable World Cup that will captivate audiences worldwide.