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Marketing and Sponsorship

Fox Lands Verizon, Volkswagen As Halftime, Postgame Sponsors For '18 World Cup

Fox has "locked in the halftime and postgame sponsors" for its coverage of the '18 FIFA World Cup, according to Anthony Crupi of AD AGE. Fox Exec VP/Ad Sales Bruce Lefkowitz said that Verizon will "serve as the official halftime sponsor," while Volkswagen will "handle the postgame duties throughout the tournament." Lefkowitz also said that about three-quarters of Fox' marquee World Cup sponsorship deals "have been secured," while over a dozen advertisers have "suited up for commercial inventory around the matches and at the half." Crupi noted Fox is in "advanced discussions with FIFA partners Adidas and Coca-Cola, the latter of which is also an official sponsor of U.S. Soccer." It is "rather early for Fox to have landed most of its high-end sponsor deals, especially when the fate" of the U.S. team "remains uncertain." In the coming weeks, Fox likely will "announce a global advertiser" that will use the World Cup as its "entrée into the U.S. media market" (ADAGE.com, 9/26). BROADCASTING & CABLE's Jon Lafayette noted Fox will "launch a promotional campaign" for the World Cup during the NFC Championship game in January. The campaign will use the theme, "The world changes during the World Cup” (BROADCASTINGCABLE.com, 9/26).

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