Fox Sports University— World Baseball Classic Campaign
Fox Sports — “Taste the Classic”

  • “Taste the Classic” is a multi-platform campaign concept developed for Fox Sports to increase awareness and engagement around the World Baseball Classic (WBC), particularly among younger and more casual baseball fans. Grounded in primary research including 500+ survey responses and 15 interviews the campaign addresses a key insight: while younger audiences are drawn to baseball for its atmosphere (food, fans, social experience), many were unaware of the WBC or lacked a compelling reason to follow it.

    Research revealed a strong desire for more social media coverage and culturally driven storytelling. In response, “Taste the Classic” reframes the WBC as an immersive, global experience that brings the energy of the ballpark into the home through food, watch parties, influencer-led content, and brand collaborations.

    The campaign centers on celebrating international culture through food as a universal connector, translating the excitement of global baseball into shareable, platform-native content. Strategy focused on targeting baseball wives and girlfriends (WAGs) and lifestyle influencers to showcase behind-the-scenes moments, hosting ideas, and watch party culture making the tournament feel accessible, social, and aspirational.

“Taste the Classic” positions the World Baseball Classic not just as a sporting event, but as a cultural moment—one that blends sports, food, influencers, and fandom to drive awareness, participation, and social conversation at scale.

❋ Influencer and WAG PR Boxes

Featuring global snacks, a custom cocktail kit, branded WBC merchandise, and exclusive packaging

❋ Original Food IP

Such as Bases Loaded Lemonade and globally topped corn dogs

❋ Brand Collaborations

Including a Joe & The Juice smoothie series inspired by host countries and stadium-exclusive food concepts designed for virality

❋ Media-Driven Content Segments

Including Taste & Tune In with Guy Fieri and Dish of the Game, where Fox Sports announcers sample and rank global dishes in a fan-voted flavor bracket across the tournament

research

key findings

  • Younger audiences are drawn to baseball primarily for the atmosphere including food, fans, and the social experience rather than the sport alone.

  • A significant portion of respondents (30%+) were unfamiliar with the World Baseball Classic, indicating low awareness among casual baseball fans.

  • Respondents expressed interest in more social media coverage that felt lifestyle-driven rather than purely sports-focused

Two audience personas were developed to guide messaging and content direction, ensuring the campaign resonated with both sports-adjacent viewers and socially motivated fans.

strategy

The strategy centered on:

  • Using food as a universal connector to introduce global teams and cultures

  • Targeting baseball wives and girlfriends (WAGs) and lifestyle influencers to showcase watch parties, behind-the-scenes moments, and tournament excitement

  • Creating content that felt aspirational, social, and accessible for casual fans

example content deliverable:

Key execution elements included:

  • Influencer-led watch party and behind-the-scenes content, primarily through WAGs and hosting-focused creators

  • A curated PR box experience designed to kickstart social conversation and content creation

  • Strategic brand collaborations that aligned with both global culture and existing MLB fandom

  • Broadcast segments that bridged live games with lifestyle-driven storytelling

Deliverables

❋ Influencer and WAG PR Boxes

  • Global snack assortment

  • Custom cocktail kit inspired by iconic sports drinks

  • WBC t-shirt, custom glassware, and branded popcorn

  • Promotional materials and packaging design

❋ Original Content Segments:

  • Taste & Tune In with Guy Fieri, showcasing how fans can recreate stadium food at home

  • Dish of the Game, a recurring segment where Fox Sports announcers sample and rank global dishes in a fan-voted flavor bracket across the tournament

❋ Brand Collaborations

  • Joe & The Juice smoothie series inspired by 2026 WBC host locations, with flavor profiles reflecting each region

  • Stadium-exclusive food concepts such as Bases Loaded Lemonade and globally topped corn dogs

PR box mockup

PR box final prototype

My Role

  • I played a lead creative role in the development and execution of the “Taste the Classic” campaign, contributing across research, strategy, creative direction, and production. This project required both independent ownership and close collaboration, allowing me to shape the campaign from initial insight through final deliverables.

    My contributions included:

    • Co-developing the core campaign concept and creative direction

    • Assisting with survey design and analysis, translating research insights into actionable strategy

    • Collaborating with a teammate to develop the social media strategy and influencer approach

    • Creating a promotional video to introduce the campaign and its key themes

    • Designing the PR box experience, including packaging, promotional materials, and featured items

    • Developing visual assets for brand collaboration concepts, including the Joe & The Juice smoothie series

    • Creating concepts and visuals for stadium-exclusive food offerings and the Guy Fieri collaboration

    • Designing graphics and visual systems for the “Dish of the Game” segment and fan-voted flavor bracket

    This role allowed me to work across multiple touchpoints including social, experiential, broadcast, and brand partnerships demonstrating my ability to lead creative execution while aligning with broader campaign strategy.