Fox Sports has appointed Portland, Oregon-based Wieden+Kennedy as its first-ever Agency of Record, effective immediately. The agency is parting ways with decades-long client ESPN.
W+K’s New York office will handle the Fox Sports account.
The office, led by managing director Neal Arthur, will lead efforts to elevate and expand FOX Sports’ brand storytelling and advertising campaigns.
According to the network, W+K will help drive and develop creative activations across all of the network’s top sports properties and original programming, including FS1’s daily studio shows, with a specific emphasis on the FIFA World Cup on FOX.
“We are excited to begin our partnership with Wieden+Kennedy New York, an innovative and creative powerhouse that will help us build on the success of Fox Sports’ marquee live events and growing momentum of FS1’s studio programming,” stated Robert Gottlieb, Fox Sports EVP, marketing.
“Our new partner shares our vision for the future of Fox Sports and will bring proven creative and strategic expertise to the network’s impressive sports rights portfolio,” he added.
Fox Sports is the umbrella entity representing 21st Century Fox’s wide array of multiplatform U.S.-based sports assets.
Assets include the sports television arm of the Fox Broadcasting Company; FS1, FS2; Fox Sports Regional Networks, their affiliated regional Web sites and national programming; Fox Soccer Plus; Fox Deportes and FOX College Sports.
In addition, Fox Sports also encompasses Fox Sports Digital, which includes FoxSports.com, Fox Sports GO, Whatifsports.com and Yardbarker.com. Also included in the Group are Fox’s interests in joint-venture businesses Big Ten Network and BTN 2Go, as well as a licensing agreement that established the Fox Sports Radio Network.