In one of my earlier posts, I mentioned the marketing goldmine that is fantasy sports. As proof that I do not preach onto marketers that which is not true, I offer you this post from ESPN the Magazine about the goldmine that is fantasy sports.
From the article:
“Fantasy sports players consume the most media,” he says (“he” being Kim Beason, an associate professor at Ole Miss who is also the CEO of Fantasy Sport Research Specialists). “And the demographic—males, mid-30s, college-educated, income of $75,000, who have high-speed Internet—is a real sweet spot for advertisers.”
See, I kid you not. Fantasy sports is a ticket to nice-sized wallets. What’s interesting to me, however, is the segregated nature of fantasy sports as described by the ESPN article. I guess I didn’t know that because 75% of the players in my fantasy leagues are black. Yet in the statistics still lives opportunity for marketers who take a good, long look. The ESPN article contains this nugget of insight from comedian Guy Torry:
Torry makes one especially valid point: The hip-hop connection is a perfect way to market fantasy sports to a younger black demographic. “It’s that sports ego, man,” he says. “It’s you, chillin’ on the block with your boys, arguing over a player, a coach’s decision or some move a GM made, and saying, ‘This is what I would’ve done.’ And now you say, ‘All right, join the fantasy league. Let’s see what you’ve got!’ Since I joined fantasy, I’ve never loved the NFL as much as I love it now.”
So, even if the statistics say a particular demographic is not there in fantasy sports right now, trust me, they’re coming. Once they get fantasy figure skating, women are coming too (although, again, there are two women in my fantasy football league). Be ready to charge ahead with your marketing message.