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

  • Developed for Fox Sports to boost awareness of the World Baseball Classic among younger, casual fans. Research with 500+ survey responses and 15 interviews revealed that fans enjoy the atmosphere, including food and social experience, but often do not follow the WBC.

    The campaign reframes the WBC as a global, immersive experience through food, watch parties, influencer content, and brand collaborations. It celebrates international culture and social connection while targeting lifestyle influencers and WAGs to make the tournament feel accessible, engaging, and shareable.

“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.

research

  • 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

key findings

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

  • 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

The strategy centered on:

example content deliverable:

  • 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

Key execution elements included:

  • Global snack assortment

  • Custom cocktail kit inspired by iconic sports drinks

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

  • Promotional materials and packaging design

Deliverables

❋ Influencer and WAG PR Boxes

❋ 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 research, strategy, creative direction, and production, shaping the campaign from initial insight to final deliverables.

    Contributions

    • Developed campaign concept and creative direction

    • Assisted with survey design and analysis to inform strategy

    • Co-developed social media and influencer approach

    • Created promotional video and visual assets for brand collaborations

    • Designed PR box experience and stadium-exclusive food concepts

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

    This role involved multiple touchpoints including social, experiential, broadcast, and brand partnerships, demonstrating leadership in creative execution aligned with overall campaign strategy.