The Fox Sports division of US network Fox has appointed Widen & Kennedy New York as its first-ever agency of record.
The agency will lead efforts to elevate and expand Fox Sports’ brand storytelling and advertising campaigns. It moves to Fox Sports having worked with sports broadcaster ESPN since 1992.
Widen & Kennedy will also help drive and develop activations across all of the network’s leading sports properties and original programming, with a specific emphasis on the Fifa World Cup national team football tournament.
In 2018, Fox Sports will broadcast coverage of the World Cup, which is being hosted by Russia next year, for the first time.
Robert Gottlieb, executive vice-president of marketing at Fox Sports, said: “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.”