Problem / Opportunity
Fox Sports is a global leader in live subscription sports content. Following a sustained period of growth, the brand faced a challenge: with high penetration of hardcore sports fans, how could the brand grow its market share through a broader audience of casual sports fans?

Strategy
In-depth research was conducted to understand the key drivers of the subscription content market, and associations of the Fox Sports brand vs. alternatives. A key finding: casual fans saw the brand as too masculine and serious - most notably Mom, who held the household budget. In partnership with branding agencies, a new positioning was developed that evolved Fox Sports from “24/7 live sports” to “family sports entertainment” including an overhaul of the brand’s visual identity.

Tactics
- Brand infrastructure: developed brand messaging guidelines, design guidelines, brand tracking methodology and training sessions with employees and partners.
- Asset rollover: project managed the transition of the brand identity across broadcast, digital and physical assets and channels.
- Partnered with comms team to bring the new brand to life at industry briefings and events.
- Employee values: partnered with executive director of HR to translate the brand into employee values.