Foxtel has called on the rising tide of Australian US sport fans to embrace the upcoming American sports season on ESPN.

In 2016-17 Foxtel will lay claim to the ‘Best of the US’ sport live seven days a week, including coverage of the NBA, NFL, MLB and college sports.

“U.S. sports are surging in Australia and this campaign is really about celebrating the guts, glitz and glamour of American sports culture,” says Rob Farmer, Director of Brand Marketing: Content & Products.

“We’ve teamed up with our channel partners ESPN to showcase how U.S. sports are being consumed in Australia – live on any device, anywhere.”

The brand TVC reveals how an Aussie fan prioritises his love for NBA while on the job, using Foxtel’s streaming app, Foxtel GO, to mix business with pure U.S. sports pleasure.

“One of the rituals of being a U.S. sport fan in Australia is tuning in for games at odd times of the day. There’s nothing like watching all that hyped up American action when, let’s face it, you probably should be doing something else,” says Gary McCreadie, ECD at TBWA Sydney.

The campaign is also supported by radio, print, social and digital.