To help the Fox Sports team to define what it would take to become Australia’s unquestioned leader of sports entertainment.
While Australian sports fans respect and admire Fox Sports for the unbeatable depth of live sports in its stable, most of those fans don’t view Fox Sports as a superior sports producer today. At best Fox Sports offers more of the same as the free-to-air broadcasters, at worst they view Nine’s Wide World of Sports as the reigning leader.
To build a branding strategy that inspires all Fox Sports people to challenge the tired, last-century conventions of sports broadcasting in their daily work. To challenge themselves to take fans closer to every game and to deliver ever higher levels of fan excitement and involvement. To be the game changers of sports entertainment.