23 December 2025

Fox Sports Asia: Rebranding a Giant

Sam arrived in Singapore at a defining moment for the network. Fox had just acquired the remaining 50% of ESPN Star Sports from Disney, bringing the entity fully under the Fox Networks Group banner.

We were building a new brand, Fox Sports Asia, while managing a comprehensive operational overhaul.
The logistics were daunting. We had to execute a full rebrand, migrate every channel from SD to HD, and physically move the operation to a new facility in Singapore.

The remit was to ensure the lights never went out while building two new studios in Singapore with touchscreen analysis and AR graphics, and upgrading two more in Taiwan.

The physical build was only half the job. The editorial approach needed to change just as much. We managed a large portfolio of premium rights, from F1, MotoGP and the Bundesliga to the majors in golf and tennis. The aim was to stop playing the feed out and start owning the narrative.

We rebuilt the schedule to wrap that content in a live studio presentation, giving the channel a voice of its own.
We were not involved in the rights acquisitions, but the team had to operationalise them. Whether it was the Premier League or pan-Asian football tournaments, we built bespoke production plans that lifted the coverage from standard broadcast to a premium event.

The most rewarding challenge was the human one. Our on-air team was excellent but predominantly European. To respect the audience we were broadcasting to, Sam pushed to diversify the presentation team, bringing in more Asian faces and voices. It was a delicate balance, respecting existing talent while driving necessary change.

Behind the scenes, the team was dispersed across Southeast Asia. We introduced a weekly cross-regional meeting rhythm to break down silos and improve communication. Navigating the mix of Asian cultures was a steep learning curve, but understanding those nuances was key to getting the best out of the team.

By aligning the physical upgrade with a cultural shift, we turned a legacy broadcaster into a modern, regionally relevant network. We did not just build new studios; we built a team that looked and sounded like the region it served, with a product that resonated with fans right across Asia.