Fox Sports 1 recently made a major addition to its college football lineup, with more games from the Pac-12 and Big 12 conferences airing on Saturdays than they’ve had on their schedule before. But with this exciting football schedule comes tragedy, according to Fox Sports, in the form of neglected families and relationships in favor of watching game after game of fans’ favorite teams each weekend.

And for that, Fox tells the wives, colleagues and pets out there: Sorry for all the football.

To kick off the campaign, Fox Sports 1 ran an apology letter in The New York Times and New York Post, outlining the “difficult position” the channel finds itself in, wanting to give fans the best games available while knowing it might lead to “Lonely pets. Unvisited grandparents. Overgrown lawns.” The full letter is below:

A mockumentary-style video also debuted, entitled Sorry For All The Football, in which one family is torn apart by a husband’s devotion to his teams and a wife left feeling abandoned. She tells Fox: “Thank you, Fox Sports 1, for ruining a perfectly decent husband.” The video has a 30-second version for use on-air as well, but the long-form video is below:

Next, Fox Sports wants viewers to share their own stories, using #SorryForAllTheFootball on social channels including Facebook, Twitter, Instagram and Vine, which will have additional content throughout the season. “College football is a unique experience bringing people together, where fans are willing to do just about anything demonstrating their loyalty,” said Robert Gottlieb, EVP and head of marketing at Fox Sports. “This campaign uses the hashtag in a unique way encouraging viewers to share their own funny experiences.”

And though the campaign may be an apology to non-college football fans, Gottlieb says it’s first and foremost for the football fans out there: “We are definitely speaking directly to the passionate college football fans and letting them know that, come Saturdays, Fox Sports 1 and Fox are their destinations.”

This new campaign is a “huge priority for Fox and Fox Sports 1,” Robert Gottlieb, EVP and head of marketing at Fox Sports, told Brief. For a sports net that only launched one year ago, it’s “still relatively new to broadcasting weekly college football games, and our schedule this year is better than ever.”

Coverage of college football begins the weekend of Aug. 28-31, including matchups such as Colorado State vs. Colorado, Michigan State at Oregon and UCLA vs. Texas.

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