Fox plans to cover Mexican national team "like a second home team' Network hopes to maximize 2018 World Cup ratings with Mexican influence

Antonio Rios of Mexico defends during a corner kick during an international friendly match against the USA at the Alamodome on April 15, 2015. Antonio Rios of Mexico defends during a corner kick during an international friendly match against the USA at the Alamodome on April 15, 2015. Photo: Billy Calzada /San Antonio Express-News Photo: Billy Calzada /San Antonio Express-News Image 1 of / 9 Caption Close Fox plans to cover Mexican national team "like a second home team' 1 / 9 Back to Gallery

The strong box-office showings of the Mexican national team over the years in markets like San Antonio, Houston, Dallas and Los Angeles has provided a new strategy for Fox to boost its ratings in the upcoming 2018 World Cup in Russia.

Obviously, much of the network's attention to the showcase even in soccer will depend on a strong showing by an American team that reached the Round of Sixteen in 2014.

But Fox officials saw in its coverage of the 2015 Women's World Cup that there are other ways to boost their numbers.

"We know how to activate this country, and who to target, in order to get the most anticipation and viewership for the World Cup," Fox Sports executive producer Eric Shanks told Advertising Age magazine.

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Shanks also said his network will try to take English-speaking Hispanic viewers from Telemundo by covering the Mexican national squad "as if it's a second home team."

Fox's investment in the World Cup amounts to a $200 million gamble. And if they lose the American team early, their programming schedule and strategy with Mexico could provide tangible benefits and an insurance policy of sorts -- even with an early elimination for the American team.

Tgriffin@express-news.net

Twitter: @TimGriffinBig12