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Marketing and Sponsorship

Fox Sports Rolls Out Spots Featuring Bosworth, Dickerson In Anticipation Of College Football

Fox Sports this week debuted "Honor Thy Saturday," a new $10M campaign to promote its college football schedule that "includes buys on national cable networks and a number of high-profile digital outlets," according to Anthony Crupi of AD AGE. The campaign includes a series of 30-second spots from Pereira & O'Dell, S.F., featuring the "Football Gods, a fearsome threesome of former gridiron greats Eric Dickerson, William 'The Refrigerator' Perry and Brian Bosworth." On top of a "smashmouth Mount Olympus, the three legends render judgment upon hapless fans who fail to observe the college football Sabbath, as it were." The spots are "being positioned as a jocular reminder" that Fox and FS1 "carry a 14-week lineup of Saturday Pac-12, Big 12 and Conference USA games." Fox Sports Exec VP/Marketing Robert Gottlieb: "The way we look at it, a large majority of college football fans just find themselves cruising around the channels looking for games. They may not be as attuned to the notion that, 'hey, it's Saturday ... I should check to see who's playing on Fox or FS1." Gottlieb said that this is "only the third season Fox has looked to market FS1 as a college football destination." Gottlieb: "We're still pretty new to the game, so it's all just a matter of getting into the mindset of the college football fan. It takes time for people to formalize that grazing behavior ... to really lock in their Saturday viewing rituals." Crupi noted in addition to the full suite of Fox properties, the spots "will air on a clutch of unaffiliated male-skewing nets" including Comedy Central, Discovery and History Channel. Fox also will "run pre-roll on a host of digital sites that include YouTube, Hulu, Bleacher Report, College Humor and Cracked" (ADAGE.com, 8/31).

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