/// Fox Sports Cooks Up Epic Promo for FS1

July 8, 2013  |  Media Week

Fox Sports has created a supersized new promo spot designed to get viewers of the 2013 MLB All-Star Game pumped for the launch of what it is calling the “biggest sports network launch in history.” Shot over a period of 10 days in six locations, the 90-second Fox Sports 1 spot features a roster of high-profile athletes like American League MVP Miguel Cabrera, San Francisco 49ers linebacker Patrick Willis, USWNT striker Alex Morgan and Nascar driver Jeff Gordon. Developed by Fox Sports marketing chief Robert Gottlieb as a means to distill the essence of FS1 down to a minute-and-a-half of exhilarating, hard-hitting action, the promo will premiere in the fifth inning of the All-Star Game, which airs on July 16—a little more than a month before the new network goes live in the channel position now occupied by Speed. As with most national MLB coverage, ratings for the All-Star Game have declined in recent years. That said, the exhibition is still likely to be the most-watched summer sporting event—if the game is close, the spot has the potential to reach as many as 15 million viewers. Directed by rap/pop music video lenser Joseph Khan ( “Waking Up in Vegas,” Katy Perry ; “Toxic,” Britney Spears; “Protect Ya Neck,” Wu-Tang Clan), the FS1 promo ping-pongs between a number of iconic sports venues. Morgan celebrates with her teammates in the rain at Gillette Stadium in Foxborough, Mass., while Willis puts the hurt on Baltimore Ravens QB Joe Flacco in a [faux] snow-blown L.A. Coliseum.


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