ESPN

FANTASY FOOTBALL ISN'T ABOUT FOOTBALL

The Football is Fantasy. The Stories Are Real.

Capabilities

Creative

Design

Media

Production

Strategy

PROBLEM

ESPN Fantasy Football, as the category leader, faces a challenge in growing the overall fantasy football category. While hardcore sports fans are already engaged, casual fans are hesitant to join because they perceive fantasy football as a complex and time-consuming game that requires in-depth football knowledge. This perception creates a barrier to entry for those who are more interested in connecting socially than analyzing stats.

OUTSIDE-INSIGHT

From our unique perspective, we identified a key insight that transformed the strategy: Fantasy Football isn’t really about football at all. It’s about relationships. Fantasy football breaks down social barriers, creating a space where relationships can deepen, whether it’s through light-hearted rivalries, shared memories, or last-place punishments. This emotional and social element, rather than sports knowledge, is what draws in casual fans and connects them with family and friends.

SOLUTION

To break down this barrier, our campaign aimed to shift the narrative from football knowledge to relationship-building. We launched the "The Football is Fantasy. The Stories are Real." campaign to show that the real value of fantasy football lies in how it strengthens relationships. We searched across the country for authentic, real-life stories from players that highlighted the unique, often humorous, and deeply personal dynamics that emerge in fantasy leagues. Whether it’s someone’s boss being hilariously renamed "Sir Fumbles a Lot" or friends getting emotional over draft orders, we proved that these moments of connection are what truly drive engagement.

MEDIUM

We brought these authentic stories to life through a mix of digital content, video storytelling, and social media engagement. By sharing real experiences from long-time fantasy players, we showcased how these leagues create memorable moments and strengthen bonds. The "real" stories—whether heartwarming, funny, or downright bizarre—resonated with our audience because they reflected the true essence of fantasy football: it’s less about stats and more about connection.

espn-the-football-is-fantasy-the-stories-are-real-5.jpg

espn-the-football-is-fantasy-the-stories-are-real-2.png

OUTSIZED IMPACT

We broke the fantasy football sign up record with 13 Million Players (Up 8% YoY.) In the first two weeks of the season, Fantasy Football content across ESPN Social accounts reached 5.4 million engagements, up 74% YoY. During the Fantasy Football season in 2023, the ESPN Fantasy App had 76% more unique users per month than its nearest competitor, Yahoo! Fantasy. Also during the 2023 season, fans spent more time on the ESPN Fantasy App than the next five fantasy app competitors combined.