FOX Advertising Unveils New Brand Strategy and Identity “Turn Passion into Performance” in Collaboration with Sibling Rivalry

FOX Advertising Unveils New Brand Strategy and Identity "Turn Passion into Performance" in Collaboration with Sibling Rivalry

New Portfolio-Led Platform Unites FOX Sports, FOX News Media, FOX Entertainment, Tubi and FOX One Under a Cohesive Advertising Brand Built Around Hyper-Passionate Fandom and Measurable Outcomes.

NEW YORK/LOS ANGELES - April 14, 2026 - 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 Media, 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.

About Sibling Rivalry

Sibling Rivalry is an integrated creative company helping brands discover and own their edge. Challengers by nature, Sibling Rivalry proudly blurs conventional lines to deliver uncommon results. Based in New York and Los Angeles, it combines strategic rigor with the freedom of storytelling to deliver fluid experiences across identity, marketing, and production. The company has collaborated with top entertainment, tech, and lifestyle brands, including Google, Apple, HPE, and Ford. Visit siblingrivalry.com for more.

About Fox Corporation

Fox Corporation produces and distributes compelling news, sports, and entertainment content through its primary iconic domestic brands, including FOX News Media, FOX Sports, Tubi Media Group, FOX Entertainment and FOX Television Stations. These brands hold cultural significance with consumers and commercial importance for distributors and advertisers. The breadth and depth of our footprint allows us to deliver content that engages and informs audiences, develop deeper consumer relationships, and create more compelling product offerings. FOX maintains an impressive track record of news, sports, and entertainment industry success that shapes our strategy to capitalize on existing strengths and invest in new initiatives. For more information about Fox Corporation, please visit https://www.FoxCorporation.com.

Media contacts:

For more information on Sibling Rivalry, please contact:

Red Setter PR

[email protected]

For more information on FOX Advertising, please contact:

Kathy Kelly-Brown

[email protected]