Fantasy Football Outline
a. Thesis- Fantasy Football has become an addictive game that blends the love for football, the common connection of friends, and tactical strategy into a significant and elevated sports experience.
i. The Background/Basic Idea
ii. The Evolution of Advertising for Fantasy Football
iii. Research, Resources, and Reading
iv. Why People Play
v. My Own Insights
A. The basic premise of Fantasy Football is that participants are organized into different leagues (with their friends or with strangers), draft a team of real life NFL players, and earn points based on their fantasy team’s production in real life.
i. Participants now have the opportunity to play an interactive role in the NFL games they watch.
1. It is no longer just a spectator sport, but something where fans can act like managers and control their own team of actual NFL players.
B. Over the recent years, Fantasy Football has garnered a wide range of popularity which has opened doors for a new target segment (17-39) to advertise to.
i. Companies now fight for rights to boast what Fantasy Football site is the best and most popular.
1. Popular Fantasy Football sites include Yahoo, NFL.com, ESPN.com, and SportingNews.com
2. These sites are either free or for those hardcore Fantasy Football players there are leagues with a fixed payment at the beginning of the season for enhanced league options.
ii. Companies also have taken advantage of the fact that die-hard Fantasy Football participants constantly want to check their players’ statistics.
1. Sprint has recently signed a $600 million deal with the NFL to directly advertise their phones’ features with Fantasy Football.
iii. Companies such as Frito-Lay and Pepsi have in turn also received success from Fantasy Football in terms of increased revenue from more football related gatherings and parties.
C. There has been no shortage on the amount of information on Fantasy Football strategy, which comes in the form of blogs, magazine articles, and online articles.
i. From what prospects to draft, to how to manage your team, the media has taken advantage of the fact that saavy participants want an advantage in their respective Fantasy Football leagues.
D. People play Fantasy Football for a variety of reasons that can range from competition among friends, to a deeper interactive role because of their love for the NFL.
i. Participants play to beat their friends and earn the right for bragging rights for the rest of the year.
ii. Participants play for a sense of self accomplishment, pride, and competitive drive.
iii. Participants play for fun and enjoy keeping track of statistics on their players.
E. From my own Fantasy Football experiences, there is a sense of bonding and community from playing throughout the season.
i. People in Fantasy leagues are able to build deeper relationships and develop topics of conversation.
ii. From being a part of the same league, we are thus more inclined to go out and watch games with one another which creates a sense of bonding.
1. I have been playing Fantasy Football since 7th grade in the same league with, for the most part, the same people.
2. Now that we are far a part, our Fantasy Football league is our common connection with one another and that keeps us willing to pay and play every year.
a. Fantasy Football is an experience that is shared among co-workers, family, and friends that increases competitive drive, purchases of major resources, and participation in more leagues.
b. What I’ve learned from this study
c. Application to Customer Insights- By understanding the emotional and logical perspectives from Fantasy Football participants, Fantasy Football leagues, sponsoring companies and the NFL will better tailor their marketing for a more in-depth customer experience.