FIFA World Cup on FOX

In my coursework, I was tasked with creating a campaign for the 2026 FIFA World Cup on FOX.

Ask:
Turn the World Cup into essential viewing for Americans, a market majorly less interested than other countries.

Insight:
18-to-24 year-olds are more interested than the cultural experience of having a major world event in their country/hometowns, than they are in the actual event occurring.

Idea:
Position the FIFA World on Cup as not just a sports tournament, but as a moment when "Greatness Comes to America", when they'll have a chance to brush up against someone of soccer's greatest players in history -- all in their hometown.