In February 2017 FOX SPORTS launched a new and dedicated 24/7 NRL Channel: FOX LEAGUE. It was the biggest product launch ever for Fox Sports. The launch needed to recognise the past - the history and traditions - as well as looking confidently to the future. The challenge was to convince fans that FOX Sports was a world leading broadcaster revolutionising league coverage forever in a way that recognised and respected the past.

The launch was staged a Birchgrove Oval; venue for Australia’s first professional game of Rugby League in 1908. Our intention was to take them on a spiritual journey from where the game originated to where the future was taking it. Guests and media arrived at the historic waterfront oval, now featuring a custom built 400 square metre architectural glazed structure reminiscent of the Fox Sports HQ. This beautiful and modern structure reflected the sun and glowed internally with the new brand colours; acting as a beacon and building guest anticipation.

Rugby League Immortals were joined by a host of current and former superstars of the game, on-air talent, media, NRL and club officials and sponsors as well as government dignitaries to celebrate and raise awareness across print, digital, TV and radio.