Fox Expects Big Ad Kick From Soccer Line-Up

variety.com:

Brian Steinberg Senior TV Editor Fox Sports thinks a massive soccer lineup that commences later this week will help Madison Avenue reach many of its goals. “We feel like it’s the must-see TV of the summer,” says Mike Petruzzi, senior vice president of Fox Sports ad sales, in an interview. “We have seen a lot of the big soccer events perform really well with co-viewing and families, which I think you will continue to see.” Starting Friday, June 14, and continuing through Sunday, July 14, Fox Sports is broadcasting not only its first presentation of UEFA EURO but also an expanded edition of Copa America that features the U.S.

Men’s National Team facing top opponents. In a single 30-day stretch, Fox Sports will offer a schedule of 78 games over 223 hours of live soccer programs aired across Fox, FS1 and FS2.

Euro games should air largely in late morning and in the afternoon while the Copa tournament will run in late afternoons and primetime.

The Copa games start airing on Thursday, June 20. “It’s almost like a dry run of the World Cup, which is coming in the summer of 2026,” says Petruzzi.