Fox Sports Hires Wieden+Kennedy, of ‘This Is SportsCenter’ Fame, as Agency of Record

Wieden+Kennedy New York will become Fox Sports’ first-ever Agency of Record. The global advertising agency is most known in the sports world as the longtime ESPN partner behind the popular and long-running “This is SportsCenter” ad campaign, which debuted in 1995. 

“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,” says Robert Gottlieb, FOX Sports Executive Vice President, 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.”

The agency’s New York office, led by Managing Director Neal Arthur, will lead efforts to elevate and expand FOX Sports’ brand storytelling and advertising campaigns. Wieden+Kennedy New York 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. The partnership is effective immediately.

“We are excited for our future with FOX Sports,” says Arthur. “This is an opportunity for real partnership, with a brand whose culture is rich and inspiring.”