08/30/21: Yahoo Sports detailed its plans for fantasy football this fall

 

Medias First Morning Read

 

Monday August 30, 2021

Just before the new NFL season, Yahoo Sports continues to power up its fantasy game, not only upgrading multiple facets of the annual contests, but also entering into a “first of its kind” season-long partnership with Chargers running back, fantasy star, and Gridiron Gaming Group founder Austin Ekeler. Ekeler will join Yahoo Sports as a fantasy football analyst, creating new and unique fantasy football programming for Yahoo Sports, including starring in weekly fantasy show titled “Ekeler’s Edge.” Yahoo Sports and Ekeler will also host live conversations throughout the season. The combined initiatives were design to allow fans to fully immerse themselves into the fan-powered sports experience through Yahoo’s core areas to create a full 360 Gaming experience.

Cynopsis asked Geoff Reiss, GM of Yahoo Sports, about the approach.

Reiss on Yahoo’s vision: We continually advance the experience for our users and this season we’re putting particular emphasis on fantasy and premium gaming. We’ve made significant new investments in both season long fantasy, Daily Fantasy Sports (DFS) and our sports betting offerings that are now available in nine states. We’ve launched Yahoo Fantasy Plus which provides season long fantasy players insights and tips that help them prepare for the draft and manage their teams throughout the season. Nobody offers fans the range of games and experiences we do and it’s essential we constantly expand and improve our offerings.

We enter September with a ton of momentum coming out of the NBA and MLB seasons in season-long fantasy and have seen really strong engagement for our new single-game DFS contests.

On this season: We are incredibly excited to debut new fan-first fantasy football innovations led by a partnership with Austin Ekeler. He will be joining Yahoo Sports as a fantasy football analyst, staring in a weekly fantasy show called “Ekeler’s Edge” on our award-winning fantasy platform, “Fantasy Football Live,” alongside expert commentary from our own football analyst, Liz Loza. The new show will debut on September 8th with a combination of content for all fantasy fans this season, really driven by which platform they will be watching. Austin will spotlight fantasy players that are likely to have a big week based on his own experiences facing the opposing defenses in the league. He will also be conducting interviews with other football stars and fantasy enthusiasts, and we’ll also host live conversations with him throughout the season to answer our fans’ most burning questions, offering unique perspectives for the fantasy community.

We will also continue to expand Yahoo Fantasy Plus, our premium subscription service that provides a series of exclusive tools for fantasy players including access to premium research tools, trade insights and easier lineup management. We are introducing the new “Trade Hub” feature this season, making proposing and evaluating trades easier and more fun.

On other new elements: We also just announced that for the first time, Yahoo Sports will introduce “Shark-Free*” Daily Fantasy contests, providing an opportunity for more players to win the biggest cash prizes. Players will now get the chance to compete in a wide range of Daily Fantasy football contests, including single-game contests and multi-entry contests on a level playing field, beginning with the Week 1 NFL Baller contest with a $1 million prize pool. To further the fan experience, Yahoo Fantasy will also be giving $10 in contest entry credit to every Yahoo user, whether they are an experienced Veteran or if they’re new to the platform. And new depositors will receive an additional $25 in contest entry credit after making their first deposit.

We wanted to host an event for our fantasy fans and bring them together safely. So, for the first time ever, we are also giving leading Yahoo Fantasy players the great opportunity to compete on the big stage by creating a more seamless experience between the digital and physical worlds at the first-ever Yahoo Fantasy Football Championship. We’re excited to be partnering with MGM to host it at MGM National Harbor Resort & Casino in Maryland from December 11-12, during Week 14 of the football season.

On its approach to betting: Through our partnership with BetMGM, which provides users with opportunities to wager in nine states, the number of consumers taking advantage of opportunities to bet continues to grow as over 80 percent of Yahoo Sports’ converted bettors have come from sports and fantasy products. Our focus has been on incentivizing consumers and ensuring they stay within the ecosystem. With football season around the corner, new BetMGM bettors that are referred by Yahoo will be eligible to claim $25 in contest entry credit to enter our paid daily fantasy contests and paid fantasy leagues as well as one year free of Yahoo Fantasy Plus. We anticipate continued success with this approach and are excited about this specific promotion as we enter one of the biggest betting periods of the year.

We will also launch “Yahoo Sportsbook Live” on the award-winning Fantasy Football Live, a new live gaming program designed to help football fans make real-time bets during the crucial halftime window this season, which will debut across Yahoo Sportsbook, Yahoo Fantasy and Yahoo Sports social channels weekly on Sundays.

PROGRAMMING

More good news for MLS, which saw ABC and ESPN networks report an average audience of 384,000 viewers through 18 matches, up 50% over the 2020 regular-season average, and up 39% over 2019 numbers. ABC, ESPN and ESPN2 combined are currently on track to deliver Major League Soccer’s most-watched season since 2000. ABC will be home to MLS Cup 2021 on Saturday, Dec. 11, at 3p.

Meanwhile, FOX Bet Live returns with an expanded talent lineup today at 5p on FS1. Alex Curry joins as the new host, alongside gambling experts “Cousin Sal” Iacono and Clay Travis. For season four, the group will include analyst Geoff Schwartz and longtime reporter and media personality Jason McIntyre.

Speaking of FOX, Mark Titus and Charlotte Wilder, hosts of FOX Sports digital original The People’s Sports Podcast, will take on eight of the nation’s “most exciting” campuses this fall on the Ultimate College Football Road Trip sponsored by Dos Equis. Serving up live shows from eight different locations, plus additional on-site social content throughout the course of each weekend, the tour represents FOX Sports’ most ambitious digital-first activation to-date, according to the company, beginning with Madison, Wis., for the season opener between Penn State and Wisconsin in FOX’s BIG NOON SATURDAY game of the week on Saturday.

On Thursday, the Pac-12 Conference announced that it would not be adding any new members. In a statement, conference officials noted that “This decision was made following internal discussion and analysis, and is based on the current competitive strength and cohesiveness in our ability as a conference to best support our student-athletes and to grow and thrive both academically and athletically.” Meanwhile, the Big 12 has already formed an expansion committee to replace the departing Texas and Oklahoma programs.

SEC Network added New Orleans Saints Hall of Famer and Super Bowl Champion Deuce McAllister to its roster this fall. McAllister will join veteran play-by-play commentator Dave Neal and first-year college football reporter Andraya Carter for afternoon SEC contests this season. His first game assignment will be Alabama State at Auburn on Sept. 11.

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SPONSORSHIP & PROMOTION

 

NASCAR announced that Xfinity, a NASCAR Premier Partner and title sponsor of NASCAR Xfinity Series, signed on as the exclusive partner of NASCAR Cup Series Playoff Elimination Races. “There is no better time in the NASCAR season to highlight the importance of providing a fast, safe and secure Internet to customers during their most important moments,” said Matt Lederer, Vice President, Brand Partnerships and Amplification at Comcast. “When everything is on the line, the best drivers in NASCAR know it requires peak performance to advance to the next round and we look forward to celebrating those moments of excellence with NASCAR fans.”

FanDuel released its first-ever national brand campaign, which kicked off on Saturday. Promotion marks the debut work from Wieden+Kennedy with the company. The “sports anthem” spot uses the tagline “Make Every Moment More” while capturing a full suite of sports, including Lisa Leslie’s first WNBA Dunk and a guest appearance by new FanDuel ambassador Jordan Spieth. In addition to the three national spots, FanDuel will have five sportsbook ads that feature NFL imagery in the 10 states where the brand currently offers mobile sports betting: New Jersey, West Virginia, Virginia, Pennsylvania, Indiana, Colorado, Illinois, Iowa, Michigan, and Tennessee.

HyperX announced Russian tennis player Daniil Medvedev as a HyperX Global Brand Ambassador. As HyperX’s first global brand ambassador from Russia, Medvedev will receive a comic-style illustration and participate in global marketing activities.

DIGITAL, DATA & TECH

ESPN is reportedly seeking to license its brand to major sports-betting companies for at least $3 billion across several years, according to the Wall Street Journal. The company’s exploration is a move to “capitalize on the fast-growing online gambling industry,” by offering the right for a suitor to use the ESPN name for branding purposes and potentially rename its sportsbook after the network.

ESPORTS

Riot Games looked forward on its live events. The company confirmed that the 2022 League of Legends World Championship will take place in North America, running across four cities with LCS Commissioner Chris Greeley confirming the plans in an interview with Travis Gafford. North America hasn’t hosted a League World Championship since 2016. Meanwhile, Riot Games announced that the 2022 LCS Mid-Season Showdown will take place at the NRG Stadium in Houston on April 23 and 24 while the Prudential Center in Newark will host the LCS Championship in 2023.

Tencent is looking to expand Arena of Valor esports in 2022, drawing up more tournaments for the title around the world in addition to partnering with the game Honor of Kings, uniting them for the first time next year for the the Arena of Valor World Cup 2022 in October next year. Tencent stated that the prize pool for the competition will be more than $8 million.

Esports Entertainment Group announced a partnership with the Indianapolis Colts to operate co-branded esports tournaments annually for the NFL side of its platform. In addition, the company will leverage player imagery within Indianapolis Colts’s local market, whilst also working with the team to promote the tournaments through digital marketing.

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ON THIS DAY in
2012: Andy Roddick announced his retirement from tennis.

IN THE KNOW
Which NFL team provided the “Greatest Show on Turf”? (Email cpursell@cynopsis.com with your answer and be sure to include your name, company and city).

Answer to Our Last Sports Trivia Question: Which college football team enters the stadium with the song “Also sprach Zarathustra”? Answer: University of South Carolina. Kudos: Joe Grippo-The Memory Company/NY; Michael Ritz-Lenox Advisors/NY; Michael Dittelman-Dedicated Sports Marketing/NY; Synda Kollman-Charter Marketing Group/Boca Raton; C.J. Bottitta-Big Picture Productions/Apex; Louis Lewow-FITE/Atlanta; Greg Moloznik-GLM Media/Scottsdale; David Westberg-SAG-AFTRA Credit Union/Burbank; Kevin Fay-Havas Edge/Carlsbad; Tom Moore-Kalt Productions/LA

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