Fox Sports appoints MediaVantage as MENAT advertising partner

Fox Sports, the sports programming division of the Fox Corporation and host broadcaster of Super Bowl LVII,  announced its appointment of The MediaVantage to handle advertising sales in the MENAT region. The Super Bowl is an annual sports event and the 2023 edition, Super Bowl LVII, takes place on February 12, 2023 in Arizona.

Under the terms of the contract, Fox Sports have appointed The MediaVantage to handle all regional clients and agencies with their placement strategy and execution for the Super Bowl.

Known world-wide for its advertiser line-up and creative analysis, the Super Bowl draws in  viewerships each year with recent years exceeding 110 million households (Nielsen Media Research L+SD 2022). The Super Bowl is now open to Middle East brands and companies to claim their place in the TV advertisement slot for the first time. A recent GfK market research study found that 67 per cent of Super Bowl viewers watched the broadcast in some part to watch the advertisements during the game.

Manoj Khimji, managing director, The MediaVantage, said “The Super Bowl represents the pinnacle of advertising and each year it sparks great discussion surrounding the advertisers. There has never been a Middle East brand advertising in 57 years of the Super Bowl, so we’re excited to bring this unique opportunity to the region for 2023. Fox Sports has been the leader in sports broadcasting for nearly 30 years and Super Bowl LVII looks set to surpass the 120 million household barrier for the first time. It’s the ultimate opportunity for Middle East brands to get themselves in the world’s spotlight in an instant, especially following the recent success the region has had on the global agenda.”