FOX Advertising recently launched a new brand platform and visual identity created in partnership with creative company Sibling Rivalry.

Centered on the strategic positioning and tagline “Turn Passion into Performance,” the rebrand unites FOX’s powerful verticals: FOX Sports, FOX News, FOX Entertainment, Tubi and streaming content platform FOX One, into a single, portfolio narrative for advertisers.

In an increasingly fragmented media landscape, the new FOX Advertising brand has been designed to clearly articulate what sets FOX apart: its deeply engaged, hyper‑passionate audiences across live and streaming environments, and the ability to translate that fandom into real, measurable outcomes for partners.

“Our vertical brands are incredibly strong on their own and this work defines how FOX Advertising shows up as a portfolio in the marketplace”, said Puja Vohra, CMO Fox Corporation, Advertising Sales. “‘Passion’ captures the intensity and loyalty of our audiences across Sports, News and Entertainment – an increasingly rare asset in a time of infinite choice and shrinking attention.”

A Narrative Built Around Passion and Performance

Developed through an extensive strategic engagement with Sibling Rivalry, the new platform provides a robust, cohesive narrative that shows how powerful the FOX brands are together and reflects FOX Advertising’s commitment to deliver real outcomes for brands.

“Savvy advertisers today are looking beyond technology buzzwords; they care about audience behavior and outcomes,” said Bo Bishop, Executive Director, Creative Strategy at Sibling Rivalry. “Our research showed that FOX uniquely owns hyper‑passionate fandom across its portfolio. ‘Turn Passion into Performance’ captures that advantage in a way that is simple, strategic and actionable for advertisers.”

Aligning Internal and External Audiences

The initiative began as a top‑down priority from Jeff Collins, President, Advertising Sales, Marketing and Brand Partnerships, Fox Corporation, to better reflect the scale, efficiency and performance of the FOX portfolio in the eyes of the advertising community.

“This was never meant to be just a tagline exercise,” added Vohra. “It had to stand up to the rigor of a consumer brand: a clear reason for being, a distinctive position in a crowded landscape, and language that our internal teams truly believe in and champion. The fact that our most senior leadership immediately recognized themselves and their priorities in this work was the strongest validation we could have hoped for.”

Setting FOX Advertising Up for Future Growth

As consolidation, mergers and acquisitions continue to reshape the media industry, FOX Advertising’s new positioning is intended to underscore the company’s clarity, focus and efficiency. Its portfolio delivers outsized impact in both live and streaming environments, with brands that consistently rank at or near the top of their categories.

FOX Advertising now presents a unified view of what the portfolio delivers: powerful audience passion, paired with the capabilities and tools needed to convert that energy into performance.

The “Turn Passion into Performance” positioning will serve as the foundation for FOX Advertising’s presence at its upcoming Upfront on Monday, May 11 and will be woven throughout external communications, trade campaigns and client experiences going forward.

Phased Rollout Across Every Touchpoint

Following the internal launch, FOX is rolling out the FOX Advertising brand across a wide range of touchpoints. The new positioning and identity will anchor FOX’s Upfront communications and stage environment and will appear across trade and B2B marketing, sales materials, digital channels, and client communications.

Lucas P. Aragón, SVP Creative, FOX Advertising, is leading the ongoing rollout from the FOX Advertising side, working closely with Sibling Rivalry in an advisory capacity as FOX activates the brand in the run‑up to the Upfront and beyond.

Bringing “Turn Passion Into Performance” to Life Visually

Sibling Rivalry’s creative and design work translates the strategic platform into a visual system that feels premium, contemporary and emotionally resonant, while remaining unmistakably FOX.

Grounded in FOX’s ownership of hyper‑passionate fandom, the identity emphasizes energy, movement and emotional intensity rather than abstract technology or purely data‑driven motifs.

The aim is to express what audiences feel when they engage with FOX content, and then connect that emotion to the outcomes that matter for advertisers. The system treats audience behavior as the hero, and technology and tools as powerful enablers rather than the story itself.

A modern, optimistic color palette builds on FOX’s core equities while signaling innovation and accessibility. “We developed a color and compositional language for FOX Advertising that feels elevated and inviting, distinct from traditional B2B branding yet fully aligned with the broader FOX universe,” says George Prah, Design Director at Sibling Rivalry.

From a structural standpoint, the identity functions as an integrative system that connects all verticals and formats, from live sports and breaking news to scripted entertainment and streaming. Motion design, typography, pattern work and layout principles have been crafted to scale fluidly, whether animating across an Upfront stage, living in a trade campaign, or appearing in the details of an email signature.

From the beginning, FOX engaged Sibling Rivalry to approach FOX Advertising not as a narrow B2B asset, but as a brand that needs to meet the standards of the world’s most recognizable consumer names. The audience for this work comprises marketers, creatives and media decision‑makers who are themselves expert brand stewards, and the ambition was to create something that would feel at home in any major global city or cultural context.

“Our clients are consumers first, and incredibly savvy ones,” said Vohra. “You don’t suddenly switch on a ‘B2B brain’ when you look at brand communications. We wanted FOX Advertising to feel like a brand you’d be excited to see on the streets of New York, in your social feed or at a major cultural event.”

For Sibling Rivalry, the most satisfying aspect of the project was the tight integration between strategy and design. The internal purpose statement around transforming passion into performance evolved directly into the external “Turn Passion into Performance” tagline, avoiding the disconnect that can occur when strategic language and creative expression diverge.

“From a strategist’s point of view, it’s rare and rewarding when a brand’s internal purpose becomes the external tagline,” said Bo. “There was no hand‑off or translation gap. The story you see in the visual identity is exactly the story we heard in the building and in the marketplace.”