SBD/June 13, 2013/Marketing and Sponsorship

Fox Plans Athlete-Filled Spot During MLB All-Star Game Promoting FS1 Launch

Jeff Gordon and Kasey Kahne are among those featured in the Fox Sports 1 spot
Fox plans to air a 90-second ad touting Fox Sports 1 during the MLB All-Star Game next month, the "most extensive promotion yet for the new sports network" that is scheduled to launch on Aug. 17, according to Jeff Gluck of USA TODAY. Fox is "using more athletes, locations, days on set and money to film the ad than anything in its past." In a portion of the ad shot yesterday at Charlotte Motor Speedway, NASCAR drivers Jeff Gordon and Kasey Kahne "smack talk and bump into one another on the track." The rest of the spot "hasn't been filmed yet," but it is "tentatively scheduled to feature athletes who represent the other sports that will appear" on FS1. That includes Ravens QB Joe Flacco, 49ers LB Patrick Willis, U.S. women's national soccer team F Alex Morgan, UFC fighter Georges St-Pierre and boxer Canelo Alvarez. Fox Sports Senior VP and Head of Marketing Robert Gottlieb said, "In every way there is to quantify this, it's the biggest (commercial) we've ever done. We want to make a big splash with this." Gluck noted Academy Award-nominated cinematographer Jeff Cronenweth is serving as the Dir of Photography, while noted music video director Joseph Kahn is helming the ad (, 6/12).
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