Oscar Mayer Taps Fox Sports to Launch Summer Dog Race

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Fox Sports is primarily recognized for broadcasting NFL matches and MLB games, yet one significant sponsor aims to draw attention to an unconventional type of canine race they offer.

Oscar Mayer is set to introduce a new event, the “Wiener 500,” in association with Fox Sports’ Indianapolis 500 coverage. This exciting competition will feature six Wienermobiles racing side by side on the same track as the main racing event. The live streaming of this event will take place on May 23, at 2 p.m. Eastern Time, through the Fox Sports app and across Fox Sports’ social media channels dedicated to the race coverage. Highlights from the Wienermobile race will also be aired during the pre-game show on the Fox broadcast network before the main event. So, racing enthusiasts, get ready for an unforgettable experience!

The Wienermobile race serves as a fantastic method for Oscar Mayer to officially signal the start of summer and keep their product fresh in people’s minds when they think about barbecuing, explained Kelsey Rice, brand communications director for the meat company (a part of Kraft Heinz), during an interview.

Historically, Oscar Mayer has advertised in sports broadcasts, even sponsoring the Super Bowl halftime shows in 1996 and 1997. However, it’s worth noting that this company, along with many other consumer product giants, has usually invested a large portion of its advertising budget into traditional media such as primetime TV shows. In the era of streaming, sports programming is becoming more crucial for advertisers across various industries, who are looking to connect their promotions with formats still attracting widespread, simultaneous viewership. To achieve this, they need to adapt to a new strategy that makes them feel more integrated within the stadium or playing field environment.

According to Rice, “We aim to prove that Oscar Mayer hot dogs are for everyone, even sports enthusiasts.” To do this authentically, we wanted to be present in their sphere, something that resonates with them genuinely. Rice didn’t provide details about the brand’s collaboration with Fox Sports, but hinted at paid advertising being part of it. Additionally, Oscar Mayer has a partnership with Indianapolis Motor Speedway, making it the official hot dog of the 500.

Fans of sports are increasingly craving exclusive off-camera content related to their preferred sports. Streaming platforms like Amazon and Netflix have fostered a new genre of programming that provides glimpses into what transpires within teams or leagues when players aren’t in the spotlight, potentially increasing viewer engagement with contests such as Oscar Mayer’s. While the company may not have been directly motivated by this kind of programming, Rice explains that they find the idea intriguing.

The iconic Wienermobiles of Oscar Mayer might appear in a unique way following the race. Each of the six vehicles, usually active in different parts of the US since 1936 (designed by Carl Mayer, the nephew of the company’s founder), will be transformed to look like regional hot dogs from across America. For instance, a “Slaw Dog” will symbolize the southeastern region, while a “Seattle Dog” will represent the northwestern part of the country.

Under Todd Kaplan’s leadership, strategies related to sports-focused content fall under Oscar Mayer, who took up the position as Kraft Heinz’s Chief Marketing Officer in July 2024. Prior to this, Kaplan held a similar role at PepsiCo’s beverage division, where he frequently devised campaigns that paired their well-known sodas with specific events or content. For instance, in 2021, Pepsi sponsored a new game show on Fox called “Cherries Wild,” which aimed to boost sales of a new flavor of their signature soda.

This year, only a single Wienermobile will triumph in the race, yet potential chances could arise in the future. Oscar Mayer’s Rice team is aiming to transform this competition into an annual event, one that truly signals the start of summer for the brand.

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2025-05-20 14:17