With the upcoming launch of Fox Sports’ potential ESPN rival Fox Sports 1 on August 17, the brand has chosen Pereira & O’Dell New York as lead creative agency for its 24-hour sports network. This move expands a relationship that began in the spring as P&O’D had already been working on a project basis on 1-2 assignments for Fox Sports 1. In a statement, Fox Sports EVP/head of marketing Robert Gottlieb says, “We’ve never brought in an outside creative agency on a continuous basis as we have significant in-house capabilities. With Pereira & O’Dell  we have found a great partner who  can operate as a creative think-tank as we enter the market with Fox Sports 1. We’re thrilled with their  initial work and look forward to what’s    coming down the pipeline.”

What’s coming down the pipeline includes not only work for upcoming Fox Sports 1 shows like Fox Sports Live, Fox Football Daily and Crowd Goes Wild but a big campaign supporting Super Bowl XLVIII, which will take place in New York. While Pereira & O’Dell gets down to work, its newest client is still trying to iron out deals with Time Warner Cable, DirecTV and Dish.