Fantasy Football - Think Differently

Of all the projects I’ve worked on, fantasy football stands apart. There is no traditional rights holder and no single place where an “event” happens. Yet millions of fans—across generations—engage deeply every week with real passion for their teams. Recognizing that opportunity, we partnered with ESPN to design an entirely new model and program, breaking new ground in how fandom, media, and commercial value come together.

By working with Disney/ESPN we managed to create value for both sides of the relationship.

Provided ESPN access to our AI and enabling their 15 million players with cutting edge tech

Leveraged our media spending to drive promotional value and tech integration

Accessed ESPN data as well as NFL IP for accuracy and authenticity

We worked with ESPN talent to transform what use to be generic logo spots into meaningful brand value.

With our clients passion for football - we wanted to tap into legends of the game to help with our storytelling, engage with media, and draw bigger audiences.

After forming FF leagues with our most valued partners - and inviting football legends to play in each client league - we wanted to create a once in a lifetime experience. So we created the "IBM Combine". We talked a bit of business and then had some fun. Nothing like adults getting to act like kids again - and learning while they do it!