How Fox Sports Is Marketing the World Cup to U.S. Viewers With No Home Team to Root For

Campaign focuses on epic rivalries, DNA—and Deadpool

Ryan Reynolds and David Beckham shot their FIFA World Cup campaign footage on the same day they filmed last month's Deadpool 2 promo. Fox Sports

Fox Sports evp of marketing Robert Gottlieb had the perfect marketing campaign for his company’s first broadcast of the men’s FIFA World Cup in 2018. At least, until the U.S. men’s team failed to qualify for the tournament last October—depriving Fox Sports of its most valuable marketing asset.

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.