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Fox Sports partners with Jessica Mauboy to launch new Rugby League channel

Fox Sports is set to launch later this month a new channel focused solely on Rugby League, The Fox League, and is promoting the event with an ad featuring Australian singer Jessica Mauboy showing her shameless loyalty to the North Queensland Cowboys.

Foxtel - Fox League

Jessica Mauboy fronts the new Fox Sports campaign created by TBWA

Created by TBWA Sydney, the new work sees Mauboy speak with and poke fun at her favourite NRL team’s rivals, including the Cronulla Sharks, Brisbane Broncos, the Canterbury-Bankstown Bulldogs and the South Sydney Rabbitohs.

The video spot falls under Fox Sports’ new theme for 2017, ‘Everyone’s team deserves to be seen.’

The Fox League channel, which will launch on February 27, will include new programs and presenters to offer a non-stop Rugby League offering across Foxtel, Foxtel Play, and Foxtel Go.

The campaign also aims to celebrate Foxtel’s extensive sports coverage, with the return of the Fox Footy Channel, featuring male and female competitions.

Rob Farmer, director of brand marketing at Foxtel, said the campaign was part of the launch of the 2017 winter sports season.

“The news comes alongside our new sport campaign that reminds Australians that Foxtel is the place to be to catch the most comprehensive coverage of live sport anywhere,” said Farmer.

“Foxtel believes that ‘Everyone’s team deserves to be seen’, so regardless of which sport you love or the team you barrack for, Foxtel has you covered.”

Paul Bradbury, CEO at TBWA, said Mauboy was the “perfect person” to launch the channel, as an authentic supporter of the NRL.

“Jessica Mauboy’s passion as an NRL fan (and Cowboys fan) was on full display for this campaign, and most Australians are fans of Jess, so she was the perfect person to spread the word of the launch of Foxtel’s Fox League channel.

“Jess may appear sweet but her love of the North Queensland Cowboys can change all that in an instant,” Bradbury said.

The campaign will run across OOH, print, radio, digital and social from February 27 until April.

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