FOX Advertising Launches Enhanced Brand Storytelling Program with Strategic Investment in The Lighthouse

Rhea-AI Summary

FOX Advertising has announced a strategic investment in The Lighthouse, a studio and campus space within the Whalar Group focused on Creator collaboration and content development. The investment coincides with the launch of FOX's new IP development initiative aimed at developing Creator-led franchises across its content portfolio. Announced at the Cannes Lions International Festival of Creativity, this partnership aims to blend content, commerce, and culture through Creator-powered innovation. The collaboration will enable advertisers to work with Creators on brand sponsorships and advertising inventory tied to new properties, while accessing Creator-led properties designed for cultural relevance and creative impact. FOX sees this investment as a strategic move toward building original franchises with visionary Creators who are actively shaping culture and redefining storytelling.

Positive

• Strategic expansion into creator-led content development and IP creation
• Access to new revenue streams through brand sponsorships and advertising inventory
• Partnership with established creator platform enhances FOX's cultural relevance
• Potential for developing valuable new media franchises and properties

Negative

• None.

Insights

Media Industry Strategist

FOX's investment in The Lighthouse strengthens its creator economy position, potentially developing valuable IP franchises while diversifying revenue streams.

FOX's strategic investment in The Lighthouse represents a calculated pivot toward the creator economy, positioning the company at the intersection of traditional media and digital-native content development. This move signals FOX's recognition that creator-led IP increasingly drives audience engagement and advertiser interest in today's fragmented media landscape.

The establishment of FOX's new IP development initiative is particularly noteworthy as it creates a structured pathway to develop creator-led franchises that could potentially scale across FOX's substantial distribution network. This approach offers two significant advantages: first, it provides built-in cultural relevance through creator involvement; second, it creates opportunities for integrated monetization through traditional advertising, brand sponsorships, and merchandise.

The timing is strategic—as advertising dollars continue shifting toward creator-backed content, FOX is establishing both the infrastructure and partnerships needed to capitalize on this trend. By bringing together The Lighthouse's creator expertise with FOX's distribution capabilities and advertiser relationships, the company is building a differentiated offering in the market.

This investment represents an evolution of FOX's content strategy beyond traditional programming development, potentially opening new revenue streams while addressing changing audience consumption patterns. By investing in creator-powered storytelling, FOX is not merely adapting to industry shifts but actively positioning itself to shape the next generation of entertainment IP and the associated advertising ecosystem.

CANNES, France, June 16, 2025 /PRNewswire/ -- FOX Advertising announced today a strategic investment in The Lighthouse (part of the Whalar Group), the innovative studio and campus space designed specifically for Creators to collaborate and develop content. The investment will also support the launch of FOX's new IP development initiative aimed at fueling Creator-led franchises across its content portfolio.

At a time when brands and media companies are seeking immersive, IP-first ecosystems that blend content, commerce and culture, this strategic investment will further strengthen FOX's commitment to Creator-powered innovation and content creation.

"At FOX, we see the future of entertainment and advertising will be driven by bold culture-shaping IP," said Stephano Kim, Chief Strategy & Operations Officer, FOX Advertising. "Our investment in The Lighthouse signals our commitment to building original franchises with visionary Creators who are redefining storytelling and influencing culture in real time."

Unveiled at the Cannes Lions International Festival of Creativity, FOX and The Lighthouse's future-forward strategic relationship together with the launch of FOX's new IP development initiative will bring together the art of storytelling, brand integration, and new media experiences and will give advertisers the opportunity to collaborate with Creators around brand sponsorships and advertising inventory tied to new properties, as well as access to a pipeline of Creator-led properties designed for maximum cultural relevance and creative impact.

On this strategic investment, Jon Goss, President, The Lighthouse, said: "This partnership with FOX is a defining moment for The Lighthouse. We built this campus at the intersection of media, creativity, and culture, where the next generation of bold, Creator-led IP can be imagined and launched. Together with FOX, we're reimagining how creators and brands don't just show up in culture, they help shape it."

This investment and the launch of FOX's new IP development initiative will be FOX's first steps in building lasting franchises powered by Creator vision, network scale and brand from the start.

About Fox Corporation:
Fox Corporation produces and distributes compelling news, sports, and entertainment content through its primary iconic domestic brands, including FOX News Media, FOX Sports, FOX Entertainment, FOX Television Stations and Tubi Media Group. These brands hold cultural significance with consumers and commercial importance for distributors and advertisers. The breadth and depth of our footprint allows us to deliver content that engages and informs audiences, develop deeper consumer relationships, and create more compelling product offerings. FOX maintains an impressive track record of news, sports, and entertainment industry success that shapes our strategy to capitalize on existing strengths and invest in new initiatives. For more information about Fox Corporation, please visit www.FoxCorporation.com.

About The Lighthouse:
The Lighthouse, part of Whalar Group, is the in-real-life (IRL) creative campus and studio playground for the Creator Generation. Offering Creators an IRL platform to Learn, Make, and Belong. With locations opening in Venice, CA (2024), Brooklyn, NY (2025), and London/EMEA (2026), the campuses are designed to empower and support career Creators and creative professionals, providing a dynamic environment explicitly tailored to their needs. Each campus features state-of-the-art, mixed-use content studios and hosts impactful programming that empowers members to collaborate, learn, and grow their businesses within a thriving community. The Lighthouse expands opportunities and creative capabilities, offering Creators a dedicated space to co-create, connect, and lead the businesses shaping creative culture. Learn more: https://www.thelighthouse.com/.

Cautionary Statement Concerning Forward-Looking Statements

This press release contains "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. Words such as "may," "will," "should," "likely," "anticipates," "expects," "intends," "plans," "projects," "believes," "estimates," "outlook" and similar expressions are used to identify these forward-looking statements. These statements are based on FOX and The Lighthouse management's current expectations and beliefs and are subject to uncertainty and changes in circumstances. Actual results may vary materially from those expressed or implied by the statements in this press release due to changes in economic, business, competitive, technological, strategic and/or regulatory factors and other factors affecting the operation of FOX and The Lighthouse's businesses, including the impact of COVID-19 and other widespread health emergencies or pandemics and measures to contain their spread.

Statements in this press release speak only as of the date they were made, and neither FOX nor The Lighthouse undertakes any duty to update or release any revisions to any forward-looking statement made in this press release or to report any events or circumstances after the date of this press release or to reflect the occurrence of unanticipated events or to conform such statements to actual results or changes in FOX or The Lighthouse's expectations, except as required by law.

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SOURCE Fox Corporation

FAQ

What is FOX's strategic investment in The Lighthouse and why is it significant?

FOX's investment in The Lighthouse is a strategic move to develop Creator-led franchises and enhance brand storytelling. It's significant because it allows FOX to blend content, commerce and culture while giving advertisers access to Creator collaborations and new advertising opportunities.

How will FOX's partnership with The Lighthouse benefit advertisers?

The partnership will allow advertisers to collaborate with Creators on brand sponsorships, access advertising inventory tied to new properties, and tap into Creator-led properties designed for maximum cultural relevance and creative impact.

What is The Lighthouse and how does it relate to FOX's content strategy?

The Lighthouse is a studio and campus space within the Whalar Group designed for Creator collaboration and content development. It aligns with FOX's strategy to build original franchises powered by Creator vision and network scale.

When was FOX's investment in The Lighthouse announced and where?

FOX's investment in The Lighthouse was announced on June 16, 2025, at the Cannes Lions International Festival of Creativity.

What is FOX's new IP development initiative?

FOX's new IP development initiative aims to fuel Creator-led franchises across its content portfolio, focusing on building lasting franchises powered by Creator vision, network scale, and brand from the start.