This is Sportscenter?

Not any more.

Wieden+Kennedy, the ad agency that created the iconic "This is Sportscenter" promos for ESPN has moved over to Fox Sports, the network has announced.

The agency and ESPN parted ways mutually at the end of 2016, according to reports.

Fox Sports has worked with other agencies to build its brand, but Wieden+Kennedy is its first creative agency of record.

AdAge reports that Fox Sports is making a bigger investment in creative branding than it has in the past, and Wieden+Kennedy is a big part of that push. The first project will focus on the FIFA World Cup in 2018, marking the first time the event will be on Fox Sports and FS1. 

"We are excited for our future with Fox Sports. This is an opportunity for real partnership, with a brand whose culture is rich and inspiring," said Neal Arthur, managing director of Wieden+Kennedy New York, in a statement. He added in the statement: "ESPN was a defining client for Wieden+Kennedy New York, and our entire network. We wish them the best."

"This is Sportscenter" is a signature campaign that turned ESPN into the center of the sports universe -- at least that was the premise -- and gave fans an non-traditional look at athletes, coaches and even Oregon's Duck.

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